THE AUTHENTICITY SHOWDOWN!

“I’m back Bitches”

Well, the reality has now sunk in for many – Trump is back & he’s not making it any easier for us to digest either. As we brace ourselves for a dramatic return to the rollercoaster we call a Trump World, we have to marvel at how a guy with such a ‘callous & rogue’ reputation managed to snag another spot as the Leader of the free world – this could pass for an award-winning Netflix blockbuster!

This election has been one for the record books! It all happened in a digital arena buzzing with information, choices, endless competition and some seriously star-studded endorsements for team Kamala comprising; Kerry Washington, Taylor Swift, Oprah, Leonardo DiCaprio, Jimmy Carter, Ricky Martin, Jennipher Lopez, Beyoncé, Arnold Schwarzenegger, Jennifer Aniston, LeBron James, Julia Roberts, Madonna, Lady Gaga…I could go on for days!

So, what on earth made the Trump brand stand out amidst such a glamorous opposition? Was it his electrifying message? probably not! Maybe it was his aggressive campaign agents? Not quite! – we all saw how their voices got a bit lost when Kamala stepped in to steer the ship from Biden.

Many questions loomed about Trump – his take on various social & economic policies, his not so polished language…honestly, you could argue he wasn’t the hottest product out there and yet, the consumers (read: voters) still chose his brand. What gave?

Authenticity!

The Savvy Voter: Today’s customers are smart and can sniff out what they want from 10 miles away & crave genuine, authentic experiences. An outstanding product, like a great campaign message is essential – granted, but it’s only part of the equation.

They voted in an “authentic thug”!
Authenticity helps brands build real connections with their consumers and this literary shifts the narrative just like it did for Trump. The narrative shifted from all the ‘negative’ sentiments that surrounded his campaign to simply celebrating a unique authentic Identity. When people perceived Trump as “authentic,” it gave him wiggle room to navigate through the scandals & outbursts that would ordinarily send traditional politicians to the gutters. Even when Kamala replayed Trump’s most outrageous comments at her rallies hoping she would  win hearts…well, the results did not quite reflect her efforts.

Now, I know what you are thinking: Can we really associate Trump with words like trust, open and genuine connection? Hmm, valid question, but here is the truth: authenticity does not always align with virtue – it is probably the reason people ask, “why do good girls like bad boys”

Building brand authenticity is not a one-off event; it is a journey of self-discovery. It is about nailing down what your brand truly stands for and brands ought to stand for a lot more than just annual profits!