Bipartisan Brands

Shanita Akintonde:

Welcome back marketing maestros, and for those tuning in for the first time, hello and welcome. I hope you're all enjoying this last stretch of summer and finding ways to stay cool as we heat things up here on another special edition of the Marketing Insights podcast series. This one entitled Bipartisan Brands. I'm your host, Shanita Akintonde, professor, author, career coach, and your marketing sheroe. Now, I know we usually jump straight into marketing tips and insights, but today's episode has a bit of a twist. We're talking about something near and dear to all of us in the marketing world, brands and their connection to politics, and with the 2024 presidential election right around the corner, it's the perfect time to unpack this. I've got some intriguing insights for you based on a recent YouGov survey that ranked brands by their bipartisan appeal. Yes, that's right, bipartisan. In a world that's becoming more and more divided particularly politically, brands are stepping into tricky territory. Some of them aim to stay neutral, to be that calm in the political storm, but there's the rub, and here it is.

Not all consumers are buying it. That's why we are dividing that dip today. Let's talk about brands that try to be "bipartisan" and how in this current political landscape, that strategy is easier said than done. So before you grab your snack of choice, whether that's a grilled cheese, a bologna sandwich, or maybe even a milkshake, let's rewind for a second and think about this. How important is a brand's political stance to consumers and do they trust the brand that claims to be bipartisan? We've seen some major brands marketing maestros, from Coca-Cola, Nike and Patagonia make bold political or social statements over the years, but then there are those that try to stay above the fray.

They market themselves as appealing to everyone left, right, and center. They're the all for the people. All the people say, "Hey, hey," well, at least that's what they say, but the truth is consumers don't always perceive them that way. Sometimes a brand's neutrality or neutral stance can feel more like an avoidance of important issues, and that again rubs people the wrong way. Let's look at Nike for example. A few years back, they made headlines with their Colin Kaepernick campaign, which celebrated his decision to kneel during the national anthem in protest of racial injustice. Some hailed Nike as heroes. Others burned their sneakers in protests. Why? Didn't Nike try to be bipartisan? Not exactly, but they certainly didn't stay neutral and it paid off for them. Ka-ching, ka-ching. Their stocks surged despite the controversy because the audience, the ones they wanted to reach, rallied around the brand.

On the other hand, we have companies that try to walk that fine line with teeter totter results. Coca-Cola comes to mind. Coca-Cola is often cited as a brand that tries to stay neutral, focusing on bringing people together with feel-good messages of unity, but even they've been caught up in political waves. Remember, when they face backlash for speaking out against Georgia's voting laws, suddenly trying to be a bipartisan brand didn't seem so simple. Now back to that YouGov survey I mentioned at the top of this podcast, which is called Bipartisan Brands. Brands like Amazon, Chick-fil-A, and Tesla rank highly in terms of bipartisan appeal as well. That means these companies are viewed more favorably across political lines, but even here, the cracks are showing. Tesla, for example, under the leadership of Elon Musk has seen some political division creep into its consumer base. Meanwhile, Chick-fil-A's longstanding support of conservative causes have made it a bit of a polarized brand despite its focus on great food and customer service.

What's fascinating about this survey is that it highlights the growing challenges for brands trying to be all things to all people. Amazon is another big player in this game. On the surface, it might seem like a brand that's used by everyone, after all, who doesn't shop on Amazon? I know I do, but when you are looking deeper, you find that Amazon's business practices, labor issues, and even its environmental footprint can stir up debate on both sides of the aisle. So how can a brand genuinely appeal to a divided audience without alienating half of them? Well, I'm glad you asked marketing maestros. One answer lies in staying true to its core values, while also being mindful of the social and political landscape. Consumers are smarter than ever before and they're paying attention to whether a brand's actions align with its words. Go back and listen to my Walk it Like They Talk it Podcast. When a company says it's bipartisan, but it's donations or partnerships tell a different story, consumers, well, let me tell y'all, they notice and they react sometimes by walking away.

In the lead-up to the 2024 election, brands are facing more and more pressure than ever before to take a stand. Go back and listen to my other podcast, Brands That Take a Stand, or at least they need to be transparent, I'm back to this podcast, about their values, but here's the kicker marketing maestros, being neutral is not always safe. In fact, and in some cases it can be the riskiest move a brand can make because in today's world, silence is also a statement. If you are a brand strategist or marketer, now is the time to ask the tough questions. What do we stand for? Who do we want to appeal to, and how can we do it without compromising our values or alienating our audience? It's a balancing act, but those who do it well and who do it right will thrive. While those who don't, well, they might find themselves in a politically precarious situation.

Thank you for tuning in to today's episode, Bipartisan Brands. We've got a whole slew of new ones coming out, some that are going to go back to one of my earlier podcasts, focusing on getting hired and what to do after that or when you get fired, which we hope happens to none of you, but still what to do after that. I'm here to help you with all of those things to navigate the twists and turns of the marketing world as a whole, and as I close out this podcast, Bipartisan Brands, remember marketing maestros, in marketing every move you make is political whether you mean it to be or not. So stay sharp, stay savvy, and until next time, keep making those marketing moves. Until next time, which will be our best time. This is Professor Shanita Baraka Akintonde signing off. If you've liked what you've heard today, be sure to like it on the internet, and be sure to subscribe to this Marketing Insights podcast series that can be heard wherever your favorite podcasts are found. Bye-bye.