Did someone Trump?

shutterstock_355923599Ahhh…Donald Trump.

One day I wonder if he is a Machiavellian genius with a keen sense of what “just enough” people will vote for and the next day he reminds me yet again that “to trump” is UK slang for raucously passing gas.

But that Trump can attract strong numbers to his gatherings and polls should not surprise us. In truth, Trump is just extending his brand. Even if it were no-one else, people who would buy gaudy products or live in gaudy buildings with the TRUMP name emblazoned on them would find his similar approach to politics and leadership attractive.

If you have seen me talk, then you will almost certainly have heard me say, “better to be loved by some than thought of as ‘acceptable’ by many.” In most cases, people’s shopping lists for any particular product are one item deep. Which is how the polarizing lightning rod politician can score higher on the polls than any of the five fractionated flavours of “meh.” It’s also how Cadillac came back from the dead. Starting with the CTS, they stopped trying to be another German car and became something unabashedly American (plus well made). If you like that look (and I do) then you are not going to shop it against the German three that are rather interchangeable. A great move and it paid off.

Donald Trump actually stands for something. That you may not like it, even abhor it, nonetheless shows that you know what it is. He has done a good job of giving you enough information to make a choice. What does Jeb Bush stand for? Ted Cruz? Marco Rubio? Mostly, you’ve no idea. Neither much does anyone else, so traction is hard to come by.

Take all this and apply it to your own company and products. Do people know what you stand for? Do they at least think they do? If not, there is very little binding you to your customers (which means they are up for grabs) and people who would love you, have no idea who or what you are.

But with some work, it’s totally fixable. – Or, like the Donald, it’s certainly a problem you can over-comb!

— Simon Dixon

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s