Donald Trump came to the White House with the lowest approval rating ever for an incoming president. From a branding perspective, things have not been getting better. On the 144th day of his presidency, Trump hit a 60% disapproval rating, giving him the dubious distinction of being the fastest to ever reach that mark (beating George H.W. Bush, who took 1,290 days to get there).

The result may be surprising to those who remember Trump as a master at cultivating his brand in business and entertainment, and perhaps expected that to translate to politics. There are just two problems with that reading of history.

First, while Trump demonstrated a certain genius for creating his brand as a businessman, it isn’t … Continue Reading

Marketers promote, entertain, celebrate, and explain. In other words, they talk. But Dave Kerpen, cofounder and chairman of Likeable Media and founder and CEO of its sibling company, Likeable Local, believes that a different skill is needed in a media landscape increasingly driven by social media – listening.  And by listening, Kerpen means more than just using social media channels to respond to consumer questions and complaints.  He sees listening via social media as a means to tell stories and engender authentic conversations with and among consumers and to promote conversations that strengthen and reward brand loyalty.

In a lot of ways, it’s the next step in the evolution of branding. Branding started with the idea that companies and products … Continue Reading

During the holiday season, helping others is on many people’s minds.  We see more charitable branding and increased advertising to encourage people to give – to capture the true spirit of the holidays.  Right after the shopping whirlwind of Black Friday and Cyber Monday, we celebrated “Giving Tuesday” with the hashtag #GivingTuesday trending on Twitter. Many large charities are encouraging donations on social media, among other platforms. Text a number and you can donate $10 to American Red Cross to help the victims of Hurricane Sandy.  Salvation Army volunteers are ringing their bells on street corners and outside of suburban shopping malls.  St. Jude Children’s Research Hospital launched a Thanks and Giving campaign across a variety of platforms – television, … Continue Reading