What is your serving size?

Got the one with cranberries?


Via Gerard Vanderleun

Crazy like a fox

Jake Novak writes at CNBC,

Trump, a supposed political neophyte, seems to understand the Republican base better than party leaders. Trump may have failed to win over all the conservative elites represented by people like Bill Kristol and the National Review editorial board. But what I and others forgot was that on Election Day, there's not enough of that conservative elite base to fill a phone booth. Securing their support is no way to win a general election.

...So far, that disruptive strategy has worked. He started by successfully capturing the attention of blue collar and union workers with his attacks on open borders and U.S. manufacturers outsourcing to Mexico and China. The coarseness of that message successfully separated him from more cautious Republicans. And by grabbing hold of a populist pro-blue collar message, he defused a traditional Democratic Party weapon. He continued by raising concerns about Muslim immigrants and even Muslim tourists in light of the San Bernardino Jihadist shootings. That blunt talk was considered foolish and even politically suicidal at the time, but it undoubtedly helped spur not only Trump's primary victories but also record participation in the Republican primary process. No Republican has done anything like this since Richard Nixon stole the Democrats' thunder in 1972 by not only withdrawing quickly from Vietnam but also making his historic trip to China.

...And it hasn't ended there. Trump is still breaking conventional rules by recently insulting New Mexico Governor Susana Martinez, a GOP "golden child," because all the conventional wisdom says Republicans need more women and Latino voters to have a future. But remember, Trump is trying to make sure you don't primarily identify him as a "team player" Republican anyway. That team is a losing team and Trump wants little part of it. And he's probably also aware that it's a waste of time for any non-Democrat to run after elusive female and Latino voters anyway. It sounds crazy to slam Martinez, but as Trump is proving over and over again, Trump's campaign is crazy like a fox.

...The second biggest mistake I made about Trump is something else the CNBC audience should appreciate: I didn't think his incredible abilities and experience at self-promotion would translate very well from the business and entertainment media world to the political arena. But I forgot that Trump has been a master business marketer for decades and has also been working closely with some of the best writers in reality TV for more than 15 years. And probably the best talent those writers have is making events and comments sound truly off the cuff and natural even when they are really completely planned and strategically weighed.

I don't think Trump has said one thing or sent out even one tweet during this campaign that didn't sound like something he truly believed and would naturally say or write. Even if you've hated 100 percent of the things Trump has said and written, it's important to understand that Trump has won a crucial marketing and persuasive victory simply by convincing you that what he's saying and writing is his genuine voice and authentic personality. It's called building a clear and identifiable brand. Winning an election is still very much about connecting personally with key voters and you can only do that if you present a clear personality or brand to the voters in the first place. If you're the person who sees Trump's personality/brand and have decided you hate everything about it, I have news for you: You're not the target audience. But you're still proof that Trump's messaging is at least very clear and that's often more than half the battle in business and politics.

And that brings me to my last mistake about Trump's chances: I underestimated how bad Hillary Clinton's campaign would be. To be fair, I never thought Clinton was a particularly strong candidate. But at every essential task of marketing and messaging, the Clinton campaign has been surprisingly bad.

...Clinton's Twitter feed and website are helping Trump immensely as they seem to pump out phrases like "a Trump presidency," and "President Trump" more often than Trump does himself. These kinds of messages present and reinforce the idea of an actual President Trump in our subconscious brains. This is why the old TV commercials for consumer products when we were growing up used to avoid naming competing products as anything other than "brand x."

Clinton is frankly being poorly served by campaign manager Robby Mook, who has worked on campaigns his entire career. Mook and his staff going up against master private-sector marketers like Trump and company have little chance to win in that arena. Heck, this group can't even put away Bernie Sanders, who, in contrast, is also a candidate who presents a lot more clear messaging and the appearance of a more authentic personality. And the worst news for Clinton is that it may already be too late to hire a new staff and present a new image to the public.

Of course, this election is still not over. But what is over is any notion that Trump is going to lose by some kind of landslide. I predict many more of my fellow pundits will come to this realization in the coming weeks.

Read more here.

Are you being manipulated by marketing?

Seth Godin writes today about self awareness in the face of marketing.

"I know that this expensive herbal tincture homeopathic remedy is merely an expensive placebo. But I'll take it anyway, because placebos work."

A friend used to wear a fur coat in the winter, telling me that it was the only thing that kept her warm. Of course, if the goal was warmth, she'd probably be better off wearing it inside out.

We buy luxury goods, take placebos and engage in all sorts of actions that aren't going to hold up under the rational analysis of a double-blind study. But they work because we want them to. And often, we want them to because of marketing.

We end up conflating the things we believe with the powerful marketing that got us to believe those things. We feel like questioning the role of marketing is somehow questioning who we are and what we hold dear.

Mostly, marketing is what we call it when someone else is influenced by a marketer. When we're influenced, though, it's not marketing, it's a smart choice.

Do you use that toothpaste because they ran ads that resonated with you, or because you think it actually makes your teeth whiter?

It doesn't have to be this way... The thing is, placebos work even if you're smart enough to know that they're placebos.

Are there primary voters who say, "I know that he craves attention, hustling and manipulating to sell emotional promises, not realistic action, but I'm going to vote for him anyway, because it makes me feel powerful to do so..."?

As soon as that self-awareness kicks in, it's possible to be more discerning about what you believe and why.

Or are there mindful people who say, "there's no clear right answer in this conflict, but my people, my folks, we have always supported this side, so I'm going to keep doing that, because breaking with them is too painful..."?

As soon as you ask that question, it's a lot easier to have a civil, productive conversation, because instead of wearing yourself out arguing tropes, you can talk about the actual issue, which is belonging to a tribe. We can talk about how we work through the cultural change to get to a new place, not have an argument about history.

Marketing works. It's powerful. We're able to acknowledge that and see it for what it is without giving up what we choose to believe.

We can create better decisions and more amity by being clear with ourselves and others about how marketing is changing what we believe (and vice versa).

It's a lot harder to be manipulated if you accept that there's a manipulator, and it's a lot easier to see a path forward if you acknowledge that you weren't looking for one before.

It all comes down to dreams and fears

Seth Godin believes it all comes down to dreams and fears:

Sooner or later, important action taken comes down to this.

Fear: Of being ashamed, feeling stupid, being rejected, being left out, getting hurt, being embarrassed, left alone, dying.

Dreams: Of being seen, being needed, becoming independent, relieving anxiety, becoming powerful, making someone proud, fitting in, seen as special, mattering, taken care of, loved.

Marketers put many layers atop these basic needs (horsepower, processor speed, features, pricing, testimonials, guarantees, and more) but it all comes down to dreams and fears.