Many of the business books and articles that I’ve read lately reflect an interesting and relatively new phenomenon. I have noticed an obvious trend where business writers inject their personal views on politics into the mix. In fact, I have turned this trend into a personal sport in which I see if I can discern the author’s political leanings by simply reading his or her business writing. Surprisingly, often times I can. This was relatively unheard of only a few years ago.
The latest is a blog entry by Nick Wreden, author of Fusion Brand. I have read many other books and articles that inject politics, but this one simply happened to be the one that pushed me to the point of commenting.
Don’t get me wrong, I like Nick Wreden and admire his work. In fact, I find his blog entry to be fascinating and informative. Nick once sent me a very nice email after reading some comments I made in a business magazine and I find his views and advice on branding to be excellent. I highly recommend his books to anyone. I’m not even stating whether or not I agree with his political views. I’m simply stating that the fact that I know his political views is unnecessary.
Thinly and not-so-thinly veiled political commentary from all across the political spectrum seems too often to come from authors who write articles, books, marketing copy or blogs that promote products and services that have nothing whatsoever to do with politics.
From a marketing perspective, I am left to wonder why authors and marketers divulge their politics if doing so is not a relevant part of their brand. If you are Rush Limbaugh, Al Franken or a professional politician it makes sense because you are building your brand and the things you believe and stand for politically are essential components of your brand. If you are an author trying to sell a book on some aspect of business management, however, it makes little sense.
I am getting tired of just about everything in society becoming politicized.
I find it very disturbing that more and more we are being forced to view everything through a political prism—especially when making any sort of political connection is a bit of a stretch.
Sometimes as a consumer I simply want to buy product brands that live up to their promises without any political considerations. Sometimes I want to read a book or article that provides solid business information that is not connected to politics in any way. Sometimes I feel intruded upon when an author or copywriter reveals his or her politics when doing so is not relevant to their offering. Sometimes I read business communications to get away from politics, not engage in them.
There is a lesson to be learned. As a marketer, unless a political agenda is an essential part of your brand’s promise, my advice is to steer clear of discussing politics in your marketing communications.
To be sure, there are brands that position certain political stances as essential components of the brand. Brands with a social conscience or that take an activist position indeed have their place. It is important for these brands to communicate their core values, BUT unless your political opinions are an essential part of your core brand values, then the dangers lurking under the marketing communications waters may be more destructive than constructive for your brand.
From my vantage point, if you inject personal politics into your brand communications you should expect one of only a few results. It will either: a) bolster consumption amongst those who already enthusiastically agree with your politics, b) cause consumers to consider your politics when making brand decisions when they otherwise would not have had any reason to do so, or c) lead to alienation of at least 50% of your potential market who may then actively avoid your brand and tell other like-minded individuals to do the same. If you examine these three outcomes, there appears to be more to lose than to gain.
It is tempting for marketers to inject their political views when they know people are listening. If you choose to do so, make sure it is a measured decision and that you have weighed the risks. Ask yourself if your politics are relevant to your brand before bringing them into your marketing communications.
Politics do not usually belong in the business arena. I’m getting to the point where I might avoid brands that bring politics of any kind into the communications mix when they don’t belong.
1 comment:
what you say is very true and yet really in my view its difficult to disenfranchise the inherent commodities of branding (as a theory) from a political narrative.
It's only this subversion of the brand message by commentators that allows these critics to deliver a personal message that is anti the company - mostly because the brand is the first point of contact that commentators can engage with.
that said its hard to say this kind of anti brand activism is wrong when companies selling products start to advertise using emotional 'hooks' to sell their product. The argument goes - if you don;t want a politicizing of your message don't sell anything but the facts.
...out the window goes all our status, lifestyle and aspirational advertising and in comes a functional message - but just look at history.
The progression has already been made from utilitarianism of product marketing -1930's to the brand brand politics of 2000's
without being too grand - what we are witnessing is the battle for the cultural middle ground between the Capitalists and the factions of the new left (Socialists, Greens)
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