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How Politics Influences Branding – Forbes

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According to a study recently released by consumer intelligence company Resonate, 46% of consumers are slightly, moderately or much more likely to buy from a brand that supports Ukraine in its war against Russia.

It might make you wonder: What does support for Ukraine have to do with shirts or shoes you might buy?

It turns out, a lot. And it’s not just about Ukraine, it’s a lot of issues. According to the Resonate report, political positions that align with consumers’ values will enhance the likelihood of a product sale for almost any kind of product. As a rule, consumers are most encouraged to purchase by left-leaning political positions although there are exceptions. 33% of consumers are more likely to buy from brands that show support for pro-choice groups or the right to a legal abortion. 36% are less likely to purchase from a pro-life brand.

Consumers with more right-leaning beliefs are more likely to ignore brands’ political or social positions.

What Should Brands Do

When consumers see their positions align with a brand it strengthens their identity with that brand and they are more likely to tell their friends about it in person or on social media. Consumers are also more willing to pay full price when their personal interests align with a brand’s. It means that identifying consumers who share a brand’s true, fundamental beliefs, enhance profitability.

With that kind of result and the hard data from the Resonate report, it’s compelling for brands to assume that advocating for left-of-center political positions will always be the right strategy.

That’s logical but wrong because in addition to a brand’s politics, consumers value truth and authenticity. They don’t want to see a positions or causes slapped on as an afterthought, consumers want to know brands’ true positions and values. A consumer will say to themselves, if a brand is fake about its beliefs, there’s a chance the product is not everything they say it is either.

Younger consumers are particularly sensitive to brands’ integrity on issues and truthfulness. There’s even a term for it – greenwashing – when brands fake their sincerity for their environmental concerns.

Felicia Kane and Carly Berns of Berns Communications Group manage a panel called the Z Suite. It’s a group of 29 Gen Z consumers that help brands understand how younger consumers think. Berns told me, “If a brand claims to have a certain set of values and then they break their promises or they’re slow to engage with those consumers, consumers are ready to move on in one second. They don’t wait for you to fulfill your promise, there are a million other brands out there.”

The Other Side

Just because the market is more sensitive to left-leaning politics and social causes, it doesn’t mean there’s no opportunity for brands to target conservative consumers. The Resonate study says that a portion of consumers, usually 10-15 percentage points lower than the left-leaning market, has a higher propensity to purchase if a brand has right-leaning positions. And because there are more companies with liberal positions than conservative ones, there’s an opportunity for brands that lean right to take advantage of that opportunity in the market.

What we consistently see now for middle-market brands of $300 million in size or less is that their best customers are superfans who look very much alike demographically. They share habits, education levels and lifestyles.

When a brand is able to identify its superfan market, it is usually narrow and deep. Marketing to just those superfans and their demographic/socioeconomic look-alikes is much more cost-effective. With customer acquisition costs steadily rising as they have been, it becomes critical to profitability tor brands to understand who the customer really is and to market heavily to consumers who fit the model.

A brand whose values are truly part of its culture has an opportunity to be heard by a specific audience. If the communication is effective, it will enhance sales and margins and reduce marketing costs because the relevant consumers become evangelists for the brand. In that way, politics has become a tool to enhance profitability.

Finding your market and telling them your truth sounds simple. But like most things, the concept is easy but executing it is a lot harder. Consumers now have an identity that is also political and when brands reach consumers in a way that corresponds to their personal views, it’s motivating to those consumers and it creates brand affiliation. Consumers are more likely to be in all in for a brand that shares its views and that means profitability follows inevitably.

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Politics

New Brunswick election profile: Progressive Conservative Leader Blaine Higgs

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FREDERICTON – A look at Blaine Higgs, leader of the Progressive Conservative Party of New Brunswick.

Born: March 1, 1954.

Early years: The son of a customs officer, he grew up in Forest City, N.B., near the Canada-U.S. border.

Education: Graduated from the University of New Brunswick with a degree in mechanical engineering in 1977.

Family: Married his high-school sweetheart, Marcia, and settled in Saint John, N.B., where they had four daughters: Lindsey, Laura, Sarah and Rachel.

Before politics: Hired by Irving Oil a week after he graduated from university and was eventually promoted to director of distribution. Worked for 33 years at the company.

Politics: Elected to the legislature in 2010 and later served as finance minister under former Progressive Conservative Premier David Alward. Elected Tory leader in 2016 and has been premier since 2018.

Quote: “I’ve always felt parents should play the main role in raising children. No one is denying gender diversity is real. But we need to figure out how to manage it.” — Blaine Higgs in a year-end interview in 2023, explaining changes to school policies about gender identity.

This report by The Canadian Press was first published Sept. 19, 2024.

The Canadian Press. All rights reserved.

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Anita Anand taking on transport portfolio after Pablo Rodriguez leaves cabinet

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GATINEAU, Que. – Treasury Board President Anita Anand will take on the additional role of transport minister this afternoon, after Pablo Rodriguez resigned from cabinet to run for the Quebec Liberal leadership.

A government source who was not authorized to speak publicly says Anand will be sworn in at a small ceremony at Rideau Hall.

Public Services and Procurement Minister Jean-Yves Duclos will become the government’s new Quebec lieutenant, but he is not expected to be at the ceremony because that is not an official role in cabinet.

Rodriguez announced this morning that he’s leaving cabinet and the federal Liberal caucus and will sit as an Independent member of Parliament until January.

That’s when the Quebec Liberal leadership race is set to officially begin.

Rodriguez says sitting as an Independent will allow him to focus on his own vision, but he plans to vote with the Liberals on a non-confidence motion next week.

This report by The Canadian Press was first published Sept. 19, 2024.

The Canadian Press. All rights reserved.

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New Brunswick Premier Blaine Higgs kicks off provincial election campaign

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FREDERICTON – New Brunswick Premier Blaine Higgs has called an election for Oct. 21, signalling the beginning of a 33-day campaign expected to focus on pocketbook issues and the government’s provocative approach to gender identity policies.

The 70-year-old Progressive Conservative leader, who is seeking a third term in office, has attracted national attention by requiring teachers to get parental consent before they can use the preferred names and pronouns of young students.

More recently, however, the former Irving Oil executive has tried to win over inflation-weary voters by promising to lower the provincial harmonized sales tax by two percentage points to 13 per cent if re-elected.

At dissolution, the Conservatives held 25 seats in the 49-seat legislature. The Liberals held 16 seats, the Greens had three and there was one Independent and four vacancies.

J.P. Lewis, a political science professor at the University of New Brunswick, said the top three issues facing New Brunswickers are affordability, health care and education.

“Across many jurisdictions, affordability is the top concern — cost of living, housing prices, things like that,” he said.

Richard Saillant, an economist and former vice-president of Université de Moncton, said the Tories’ pledge to lower the HST represents a costly promise.

“I don’t think there’s that much room for that,” he said. “I’m not entirely clear that they can do so without producing a greater deficit.” Saillant also pointed to mounting pressures to invest more in health care, education and housing, all of which are facing increasing demands from a growing population.

Higgs’s main rivals are Liberal Leader Susan Holt and Green Party Leader David Coon. Both are focusing on economic and social issues.

Holt has promised to impose a rent cap and roll out a subsidized school food program. The Liberals also want to open at least 30 community health clinics over the next four years.

Coon has said a Green government would create an “electricity support program,” which would give families earning less than $70,000 annually about $25 per month to offset “unprecedented” rate increases.

Higgs first came to power in 2018, when the Tories formed the province’s first minority government in 100 years. In 2020, he called a snap election — the first province to go to the polls after the start of the COVID-19 pandemic — and won a majority.

Since then, several well-known cabinet ministers and caucus members have stepped down after clashing with Higgs, some of them citing what they described as an authoritarian leadership style and a focus on policies that represent a hard shift to the right side of the political spectrum.

Lewis said the Progressive Conservatives are in the “midst of reinvention.”

“It appears he’s shaping the party now, really in the mould of his world views,” Lewis said. “Even though (Progressive Conservatives) have been down in the polls, I still think that they’re very competitive.”

Meanwhile, the legislature remained divided along linguistic lines. The Tories dominate in English-speaking ridings in central and southern parts of the province, while the Liberals held most French-speaking ridings in the north.

The drama within the party began in October 2022 when the province’s outspoken education minister, Dominic Cardy, resigned from cabinet, saying he could no longer tolerate the premier’s leadership style. In his resignation letter, Cardy cited controversial plans to reform French-language education. The government eventually stepped back those plans.

A series of resignations followed last year when the Higgs government announced changes to Policy 713, which now requires students under 16 who are exploring their gender identity to get their parents’ consent before teachers can use their preferred first names or pronouns — a reversal of the previous practice.

When several Tory lawmakers voted with the opposition to call for an external review of the change, Higgs dropped dissenters from his cabinet. And a bid by some party members to trigger a leadership review went nowhere.

This report by The Canadian Press was first published Sept. 19, 2024.

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