It has been all but impossible to ignore the whirlwind of messages and marketing tactics leading up to the 2024 US presidential elections. So it’s understandable if your head is spinning. Aggressive campaigns are spending billions of dollars in order to draw lines of “us” vs. “them”. They figure that the more we are pitted against one another the more likely we are to go out and “vote against the villain”.
But when the votes have been tallied and the dust has settled, we’ll still all be in this together. So how do we move forward?
This election season is perhaps one of the greatest lessons in marketing we’ve seen in recent times, perhaps ever. Let’s take a closer look at the role marketing can play in shaping reality, and more importantly, how we can use the power of positive marketing to bring people together.
Bash Marketing: A Fear-Driven Approach
Marketing does so much more than sell a product - it can shape perspectives, ignite and fuel fires, and set narratives about the world at large. The method here is very important: marketing can either divide people through fear and negativity or bring them together through positive, value-driven messages.
That tried and true playground tactic, bash marketing is a strategy where someone (brands) elevate themselves by tearing others down. This method puts fear and stress in the driver’s seat, pointing the finger at competitors in order to seem like the better alternative. I’m sure you can think of at least one instance of bash marketing that you’ve witnessed during this past week. In this race to the bottom, you may end up looking like the “safer” option, but at what cost?
The Problem with Bash Marketing
While effective in the short term, bash marketing sets a tone that’s difficult to change down the road. If you build a relationship with your customers on a foundation of fear of the alternative rather than trust and clarity around your value, then this will always plague your relationship with them.
You may be highlighting your competitor’s weak spots, but that can also detract from focus on the positive strengths of your own brand. This is a classic case of “you finish how you start”. If you gain customers during periods of hostile or combative messaging, it can be difficult to sustain their interest when you pivot toward more positive messaging in the future.
Customers end up being driven by fear of the alternative instead of faith in you.
Leaning into Value-Driven Marketing: A Better Way Forward
You know I’m always going on about the customer journey - digging into personas to learn who our customer is, where they want to go, and how we can meet them on the way. Value-driven marketing takes your audience on a journey that reflects what your brand stands for and why you are the choice that will make their life better.
Unlike the cortisol-driven bash marketing, this strategy harnesses the bonding power of dopamine, and fosters connection through shared values.
This method is about building trust and positive connections right from the start.
Why This Matters: Building Your Brand
How do you want to be known? Your marketing (messaging) sets the tone for how people perceive your brand or business. The first step in any sales process is discovery - what people first learn about you shapes their impression.
If that discovery is framed in negativity, it becomes difficult to establish trust or loyalty without a “bad guy” on the other side.
The need to reunite!
Come November, after all the attack ads are gone and there are no more rallies. When the mailers and robocallers hibernate for another 2 years until the midterm. When the Blue and Red dust settles we will be left with each other, and the need to work together.
For businesses and political campaigns alike, understanding this is crucial. After all, there will always be another election season, another quarter of profit and losses, and another chance to define your identity. Choose wisely - because your direction defines you. Do you want to be known for negativity or values? One tactic may win in the short term, but will it create a lasting impact.
Time for a temperature check!
Now’s a good time to realign your strategy by doing a messaging audit. Take a moment to assess how you're coming across to your audience.
- What do you say about yourself? What values are you highlighting?
- What are you saying about your competition? What are your criticisms?
Sort them into categories using the table below. Once you have it all laid out, you can assess the balance. By the end of the exercise, you should be able to answer the question:
“Does my messaging truly represent my values?”
