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Tags: branding | marketing | winners | losers

Brand Winners and Losers of 2019

Brand Winners and Losers of 2019
U.S. President Donald Trump in the South Court Auditorium of the Eisenhower Executive Office Building at the White House on December 19, 2019, in Washington, D.C. (Drew Angerer/Getty Images)

John Tantillo By Friday, 27 December 2019 03:43 PM Current | Bio | Archive

In 2017 and 2018, this column has outlined the brand winners and losers of the year.

Last year, it was the midterm elections and in 2017 it was Donald Trump that played dominant roles in our political culture. They initiated a discussion of what brands would qualify as the year's Winners and Losers.

Like previous columns, political brands, corporations, and celebrities were included in this 2019 list.

Without further ado, here are the 2019 Brand Winners and Losers.

1. Donald Trump and the Economy

You may not like his style, but it’s hard to argue with the president’s results.

With record-low unemployment at 3.7 percent, a stock market at an all-time record high, and consumer confidence soaring it’s hard not be impressed with the Trump Political Brand.

2. Nike Again

According to Black Enterprise magazine, Nike’s stock reportedly rose over 18 percent since its controversial endorsement deal with former NFL quarterback Colin Kaepernick. Though heartily criticized for the deal with the football pariah, Nike apparently knew what their customers wanted, found the right message, and stuck with Kaepernick even through stormy waters. The results show the increased market capitalization. It’s why they are again a brand winner.

3. Digital Marketing

Digital marketing — the art and science of generating demand through the use of email, social media, search engines, and the web — has long been of interest to business. The digital marketing discipline is now making a move into a political realm and should have a big year in 2020. Some believe the real campaign may well take place online, and that its use is one reason why Trump will be re-elected in 2020.

4. Michael Buble

What a difference three years can make. In 2016, Buble was faced with a major decision: Put his career on hold to care for his seriously ill son or listen to the professionals and continue singing. Buble decided that he was a father first. He recently produced an album that many believe is one of his best, making him one of this year's brand winners.

5. Disney

After barely a month in the streaming wars, Disney’s Disney Plus service has handed Netflix an estimated loss of over 1.1 million subscribers as reported by analytics firm Cowen & Co. The firm estimates that more than 24 million people have subscribed to Disney+ in the United States alone and that about 6 percent of Netflix subscribers canceled to make the switch.

Branding is all about satisfying customer needs. Disney appears to have done it again which makes them a 2019 brand winner.

Brand Losers

1. AOC, The Squad, and Progressive Democrats

Although a social media phenom, AOC is a neophyte in politics. Her first defeat, one that few have mentioned, was her backing a Queens County District Attorney candidate who narrowly lost to the choice of New York Gov. Andrew Cuomo. A loss is a loss. It may be the harbinger of things to come in this re-election season.

2. Peloton and Hallmark

These two brands are losers for 2019 due to their advertising decisions.

With Peloton, it was a tin ear that seemed to suggest that what women really want for Christmas from their husbands… is an exercise bike.

Hallmark took it on the chin for its knee-jerk response to pull a lesbian couple wedding ad based on complaints from a conservative group of mothers. The problem: they pulled the ad without establishing where most of their customers stood on the issue. Not smart branding.

3. The Polls

For some strange reason, the polls consistently oversample Democrats by six points and under-sample independents by two. But the trouble with current polling goes deeper. The sample size must be at least 1,000 likely (not just registered) voters and the poll should never be trusted if conducted only online. These factors skew results and promote a non-objective point of view. Until this is fixed, polling science is a loser.

4. Barney’s

Barney’s, a famed New York men’s clothier, has closed. It lost its mission from its humble beginnings. Once it became an upscale operation, many original customers never quite migrated. This, along with poor management, led to its demise.

5. Robert DeNiro

Actors should refrain from making political statements, especially when movies have been recently released. Robert DeNiro’s recent rant against the president falls within that shibboleth. It’s never good for a personality brand to alienate half of your audience. As a result, DeNiro’s a brand loser.

Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.

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Like previous columns, political brands, corporations, and celebrities were included in this 2019 list.
branding, marketing, winners, losers
Friday, 27 December 2019 03:43 PM
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