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Apr. 07, 2016

A Lesson From The Donald Trump School of Marketing

BY Ed Caffyn

He’s bombastic, braggadocios and bigoted. He’s managed to offend millions and polarize an entire nation. Donald Trump may be polarizing, but he’s captured the hearts and minds of a sizeable portion of the US populace. Scary as it seems, The Donald might have stumbled across a shortcut to building a passionately engaged audience that will support you whatever.

We all know how important our brand lovers are. The Trump campaign wouldn’t be half as successful if we didn’t witness on TV, social media and in tweets, his devotees sing his praises. It’s our brand’s lovers who do a lot of the work for us. They’ll share our platform, generate content for us and moderate our beliefs. But Trump has added another dimension. He actively provokes his haters and makes no bones about it. Every soundbite fans their flames, punches their hot buttons, yanks their chains. And perhaps that’s a good thing. Haters will talk about you and talking about you is good. It gives your brand the opportunity to defend itself, your lovers the opportunity to rally around your brand and the conversation the fodder to reinforce what your brand is all about. It lets people know that you have a brand purpose so powerful, people hate you for it. To quote Winston Churchill “You have enemies? Good. That means you've stood up for something, sometime in your life.” And Trump and his followers feeds on that hatred.

So time will tell how far Trump gets (and this blogger sincerely hopes it’s not much further). But if he doesn’t get to the Oval Office it won’t be because anybody was ambivalent about.

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