These are two WordClouds from YouGov depicting how Democratic (blue) primary voters and Republican (red) primary voters would describe Hillary Clinton in one word. Same woman, viewed through the lenses and filters of two very different groups.
Millions of dollars have been spent by both sides to either sanctify or vilify the candidate. And chances are you agree with either the blue or red set of adjectives, rather than a blend of both.
Now here’s the Donald Trump version, with a surprising number of critical comments from the red side, typifying how Trump has divided the party. (“Bully” is the #1 word in red.)
The point is that advertisers and national brands can have one very clear view of themselves at the same time the buying public steadfastly subscribes to a different viewpoint. There’s no “right” or “wrong” here, just an “everyone’s entitled to their opinion” snapshot of what America thinks.
So while you may see your brand as the most effective, most beloved, most trusted choice among your competitors, a sobering adjective like “UNKNOWN” (the #1 WordCloud word for candidate John Kasich) can cause you to rethink your place in the market.
The incredibly intimate mass medium of radio advertising can help you change that image. Or enhance it. Or reinvent it. Or expand it. Or solidify it. A good place to start is knowing how you’re perceived from the outside in, rather than the inside out.
Let us know if we can help you leverage the medium of sound to champion your brand. Your politics are unimportant.
Mark Lipsky is president & CEO of The Radio Agency, a national advertising agency 100% focused on creating and managing sound advertising campaigns through the medium of radio. You can reach Mark at (610) 892-7300 x108.