Presidential Campaign Front-Runners
It is no surprise that Donald Trump and Hillary Clinton are front-runners in their bid to become the 45th President of the United States. Though the media has been slinging dirt on both of them from the start of the presidential campaign, they appear to be invincible as they continue to hold huge leads over the other candidates. Each new “slinging of dirt” serves only to increase their popularity, such as John Oliver’s #makedonalddrumpfagain campaign.
Whether you support Trump, Hillary, both or neither, you have to admit that their rise to prominence makes little sense – that is, unless you understand the marketing concept that name recognition creates legitimacy.
The fact that their names are internationally recognized – for good or for bad – engenders a feeling of importance, and makes people think more kindly towards them. The other presidential candidates are no-names, and so although they have spent more than double that of Trump and Hillary in marketing, they still can’t catch up.
Both Hillary and Trump are the most talked-about candidates, with CNN mentioning Trump’s name hundreds of times more than all the other Republican candidates put together; no amount of money can buy that kind of marketing.
In fact, thanks to John Oliver’s campaign [more free press, by the way], Trump dominated the top two places for Google search results of Republican candidates on the morning of Super Tuesday. (See image above.)
This concept is discussed in the book Thinking Fast & Slow by Daniel Kahaneman. He talks about the concept of “cognitive ease,” where a name that you have heard before is easy to remember and therefore feels good and true to you. Familiarity gives an illusion of quality and importance.
So how does this apply to you?
You must never underestimate the value of name recognition in your business.
Whether you choose to get your name out there via print, social media or organic methods, realize that the more people recognize your name/your business name, the more they are predisposed to like you and become paying clients/customers. This concept leads me to suggest that it is occasionally worthwhile to run branding ads that don’t even have a CTA (Call To Action); the CTA is solely that the clients know who you are.
Best of luck spreading your name to the world!