They say that insanity is doing the same thing over and over and expecting a different result.
So why do Trump’s critics continue to describe him in less than flattering terms and expect a different outcome regarding his brand’s popularity among his base and a small independent voter segment?
Part of the answer may lie in the Freudian construct of projection.
This psychological defense mechanism can tell us a great deal about those doing the “Trump Derangement Syndrome” screaming. But more importantly, it prevents one from rationally viewing a brand so that a “fair and balanced” evaluation can be presented to an “open-minded” electorate who seeks answers to problems rather than commentary on issues.
And it should give pause especially if one considers the Godfather shibboleth: “Never hate your enemies. It affects your judgment!”
The dirty little secret in this process is that as of October 2017, Gallup polling found that most Americans — 42 percent of them to be exact, identified themselves as Independent. 31 percent identified as Democrat and 24 percent identified as Republican.
This data means that Trump critics, a significant amount who identify as Democrats, attribute Trump’s mental instability as a major reason (among many) for his unfitness to hold the Presidential Office.
They use their own esoteric lens to evaluate Trump’s competency rather than utilizing a more contemporary model — marketing.
When using this contemporary approach, the issue becomes, "Is Brand Trump responding to the needs of most voters rather than to a communications/messaging exercise — targeted to non-Trump supporters?"
This group’s failure to embrace the marketing lens makes analyzing the Trump robustness a difficult enterprise and why they continually fail to predict a Trump demise.
It would appear that many covering the president are implementing their subjective prism rather than imparting a more objective brand-benefits analysis so that voters can make their own decisions regarding candidate choices.
In addition, this Trump-aversive, vociferous group promotes to whoever will listen just how unpopular Trump’s brand has become among the majority of voters. This idea may or may not be true. What is true is that they are speaking to an echo chamber of like-minded individuals which can be estimated to be 40 percent, the same amount who support the president? A “push” for the gamblers in the crowd.
It’s the undecided 20 percent that will make the difference in all future elections. And it’s this segment that should be the focus if winning is the objective!
The Trump Critical Class does not realize a very basic human behavioral, psychological pattern: the more disparaging and shrill their criticism of the president, the more turned off independents and Trump supporters will become. This will result in victory for Trump and his team despite the incessant death roll warning of the fourth estate.
Instead of making a reasonable argument on why Trump and the Republicans must be defeated, their lack of equanimity on the issues pushes the undecided into the arms of those they oppose.
This non-helpful tactic is seen in recent outrageous accusations regarding the mental stability of the president, based on a long-distance armchair diagnosis from a mental health professional who has an agenda they wish to promote. Not a smart strategy for the professional pundit class who emphasize communication/messaging as important determinants of the election outcome industry.
Simply said, Trump naysayers who are not fully versed in modern-day presidential, are implementing the old communications/messaging model that didn’t work so well for Hillary Clinton. One thing for sure — “The Times They Are A-Changin'” and those must embrace the new normal in politics — if winning is their intelligent choice!
Trump’s advantage is that he understands marketing and that it is the needs of his voters whom he values, no one else. Period. End of Story! It’s the new model in presidential as well as local politics. Criticizing Trump with their cockamamie attacks regarding his mental acumen will only enhance his brand among his supporters (and independent thinkers) and make him stronger to the frustration of his denigrators.
Today’s Marketing & Branding Lens Thought
"The world is changed by your example, Not your opinion."
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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