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Tom Doctoroff

What the marketing world can learn from trump’s win

Donald Trump’s stunning victory in the American presidential election reflects two basic facts. Hindsight is always 20-20 but they should have been obvious to the pundits.

First, people are moved by emotionally-charged messages. Hillary Clinton won the popular vote. But more people than expected were swayed by Trump’s fear-laced populism. His “America First” rallying cry of economic resurgence boiled the pot. Democrats’ reliance on “big data” and micro-targeting to get out the vote could not compensate for a merely competent candidate who could be culturally tone deaf. (She never compellingly answered the question in voters’ hearts, “What’s in it for me?”)


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