The Rise of The Populist Brand

What do Donald Trump, Nigel Farage, Brexit, Liquid Death, Tesla, and PRIME have in common?

They all master the art of Populism. They leverage outrage to capture your attention, invade your spaces, and pit you against others. They hijack conversations and dominate headlines, turning every interaction into a spectacle.

001 - THE AGE OF OUTRAGE

Every era has its defining characteristics. The 80s embraced individualism, the fitness craze, and Wall Street excess—the Age of Excess. The 2000s saw the rise of reality TV, growing environmental consciousness, and a surge in American patriotism. Creative expression has always mirrored the mood of the times, capturing the essence of each era.

The prevailing zeitgeist of the current era can be defined by outrage. Let me explain.

We're living through the loneliest decade.

Although we’re more digitally connected than ever before, we’ve never felt more emotionally isolated.

Since the onset of the pandemic, over one-third of Americans have reported experiencing loneliness. This figure notably increases among Gen Z individuals, with many in this group feeling lonely frequently or even constantly.

But outrage connects us

Our neighbors have never felt more like our ideological opposites more than now. But safe within our echo chambers of reinforced ideas, one thing binds us together: Outrage.

In an increasingly lonely world outrage paradoxically feels good. It gives us something to unite in. Instead of looking at each other as enemies, occasionally we point our rage in the same direction.

The virus that spreads in the Age of Outrage: Populism

Pop·u·lism - /?p?py??liz(?)m/

A political approach that strives to appeal to ordinary people who feel that their concerns are disregarded by established elite groups.

When we become isolated from one another, the collective immune systems of our societies becomes vulnerable to invasive ideas.

Throughout history, in times of division, ‘strong man’ leaders appear and exploit the divisions between us. They use manipulative tactics to take the side of the disenfranchised everyman and craft narratives of ‘us’ versus ‘them’.

Populists gain power through popularity:

… and outrage has never been more popular: to increase their popularity?

they grab headlines, grab attention, grab… other things.

But populism isn’t just authoritarianism

Populism can emerge from both the left and right of the political spectrum. On the left, it emphasizes collectivism, social justice, and democratic values, advocating for social equity and the empowerment of the majority.

On the right, it focuses on individualism and skepticism of authority, promoting personal freedom and a critical stance against centralized power. Examples include Brazil's former President Luiz Inácio Lula da Silva, who used populism to combat poverty and inequality, and Nigel Farage, former leader of the UK Independence Party, who championed British sovereignty and strict immigration policies.

Populism feeds on outrage... and brands have noticed

Politicians and brands both crave the same thing: they both crave a(tension)

002 - The Rise of The Populist Consumer

We are in need of community now more than ever

As relationships evolve, loneliness is on the rise, with single adults feeling its sting the most. Many turn to technology for solace, as smartphone usage has surged. Despite digital distractions, our craving for genuine community connections remains stronger than ever.

The spaces we have historically turned to for community are changing

Traditional community spaces are shifting, with church membership and participation in team sports declining significantly. This trend reflects a broader societal move towards less sociability, as people and their friends report being less sociable than in previous years.

The most susceptible group: Lost boys

Young men are increasingly experiencing loneliness, with rates quadrupling since 1990. More isolated than their female peers, they often turn to parental support over friendships. This social shift has widened the ideological divide between young men and women globally. Young men, feeling disconnected, are gravitating towards conservative, outspoken leaders who promise change, creating communities fueled by outrage against liberal values. This trend has significant implications for politics and marketing, as these strategies resonate deeply with this elusive yet economically significant group.

Young men are increasingly drawn to conservative, outspoken leaders who promise a different future. This trend builds communities around outrage and opposition to liberal values. Populist tactics in politics resonate with this demographic and can also be leveraged in marketing to attract this elusive yet economically valuable group.

We’re joining brand communities because adverts no longer serve us

Traditional advertising is losing its grip, with 80% of us ignoring the 5,000 ads we encounter daily. Ad blockers are now used by a billion people. Instead, we trust the voice of the crowd: 88% of us rely on online reviews, and influencer campaigns boast a significant ROI, with 61% of us trusting influencer endorsements. Popular opinion now shapes our buying decisions more than ever.

003 - The Rise of The Populist Brand

We’re living in a new era of consumer-brand relationship

Initially, marketing emphasized products; later, brands symbolized status. By the 2010s, as unreachable lifestyles alienated consumers, focus shifted to values-based marketing. Today, there's widespread rejection of brands failing to uphold their values, making outrage an increasingly profitable commodity.

In today’s world, populist, rebellious tactics are effective

Ryanair courts controversy for attention, while Ben & Jerry's bypasses traditional media. Companies like X rally against perceived enemies, and Corteiz takes to the streets. Mint Mobile embraces straightforward, lofi communication, Yeezy leverages a charismatic leader, and PRIME mobilizes loyal followers. These strategies resonate powerfully in our current cultural climate.

Leveraging outrage can drive mass brand awareness

Controversies, like burning Yeezy shoes in protest, capture mass attention and spark public discourse. This attention can solidify a dedicated community of loyalists ready to support and defend the brand. As the outrage spreads, so does brand recognition, proving that even negative attention can be leveraged to build a strong, engaged following.

Case Study 001: Yeezy

Building a populist brand can follow the strategy of populist leaders

By creating a loyal following, brands can shift their audience from one domain to another, just as Arnold Schwarzenegger moved from bodybuilding to politics, and Ryan Reynolds transitioned from Hollywood to marketing. This approach leverages existing fanbases to establish influence in new areas, fostering deep brand loyalty and cross-industry success.

Case Study 002: PRIME

Populist brands offer celebrity familiarity and community

Drake’s NOCTA, Clint’s Corteiz, Roger Federer’s On, KSI and Logan Paul’s Prime, and Kim Kardashian’s SKIMS all demonstrate how aligning with well-known personalities can foster dedicated followings. These brands tap into the existing fanbases of their celebrity founders, creating loyal communities that resonate with the personalities behind the products.

Building a community around a brand offers value beyond product

With 37% of consumers planning to engage more in online communities, and 73% holding positive views on brand communities, the impact is clear.

Four out of five consumers find community important for brands, with 84% noting it influences their perception.

This sentiment is even stronger among Gen Z, with 43% emphasizing the importance of community, well above the average. Brands that foster strong communities can significantly enhance customer loyalty and brand perception.

Populist brands adopt outspoken archetypes

Populist brands adopt outspoken, rebellious archetypes. They position themselves as rebels who are fighting for a cause.?

Ultimately, they appeal to the ego; the desire to leave a mark, to stand out, to make a difference.

Case study 003: Corteiz

Populist brands don’t fight for seconds of your attention: they hijack hours

They prioritize high-impact content over traditional ads, creating engaging, entertaining experiences. They focus on sparking conversations in comments rather than chasing likes, recognizing that debate drives engagement.

These brands break out of conventional spaces, infiltrating the real world with authentic stories and experiences, transforming brand building into a dynamic, immersive activity.

Cast study 004: Tesla

Brands inherently differ in purpose, but the new-era of brand share certain attributes

Brands inherently differ in their purposes, but the new era of brands shares common attributes. Liberal, meritocratic brands like Nike and Microsoft celebrate diversity, inspiring people to do better and telling everyday stories.

On the other hand, liberal, populist brands such as Ben & Jerry's and Liquid Death challenge the status quo, advocating for broader participation and siding with the people. Libertarian, meritocratic brands like Rolex and LinkedIn focus on personal responsibility, offering tools for self-improvement.

Meanwhile, libertarian, populist brands such as Prime and Yeezy believe in a different world, challenging the status quo and rallying against opposition. Each type embodies unique values but shares the goal of engaging deeply with their audience.

The Populist Brand Checklist

004 - The inevitability of Populism

Populism fails

Populism often gains traction through charismatic leaders who promise sweeping reforms to address public discontent, but its track record shows a frequent failure to deliver sustainable solutions.

Juan Perón capitalized on worker discontent with promises of social justice but relied on unsustainable economic policies and personal charisma rather than effective governance, leading to economic instability.

Silvio Berlusconi used his media empire to cultivate a charismatic image, promising economic revitalization and political reform. However, his governance was undermined by personal scandals and ineffective policies, failing to address Italy’s deeper economic and bureaucratic issues.

These examples illustrate that while populism can mobilize substantial support by simplifying complex issues and making emotive appeals, it often fails in governance, unable to fulfill the promises that brought it to power, leading to political and economic instability.

Short term gains?> Long term brand building

Populist brands often achieve high awareness but struggle with staying power. Prime, hailed as the most talked-about hydration drink in decades, faces deep discounts in the UK. NOCTA, the most hyped Nike collaboration of the year, is mired in Drake vs. Kendrick beef.

Yeezy, once a major disruptor in fashion and streetwear, suffers from Kanye West's turbulent personality. Ben & Jerry's, a leader in the 'woke' brand movement, deals with layoffs and internal turmoil due to its political activism. These cases highlight the volatility of populist brands, where high visibility often clashes with long-term stability.

Crows come home to roost

Outrage has become a popular tool for brand fame, but the same audience that fuels this notoriety can quickly turn against you. Building a brand community fosters loyalty, but it requires constant nurturing and rewards.

Celebrities who thrive on being outspoken often struggle when applying this approach to marketing. Additionally, while many brands are adopting non-elitist aesthetics, this trend risks making them indistinguishable and forgettable, undermining brand differentiation.

005 - Epilogue

What we can learn from the rise of Populist Brands

Understanding brand strategy is key to understanding human behavior. Symbols, from religious icons to corporate logos, have long shaped our beliefs, behaviors, and social status, unifying, dividing, and establishing hierarchies.

Brands mirror our actions, shaping how we interact with the world. Today, brands subtly reflect populist leaders, indicating a shift in how we relate to each other, the content we consume, and our interaction with society at large.

Conclusion

The rise of populism in politics is concerning. Leaders who rally disillusioned masses often target vulnerable minorities, threatening the institutions and alliances that hold our world together. They use nationalism or religious fervor to gain popularity, misleading followers into thinking they represent the 'people' while they are often part of the elite themselves.

These leaders bypass laws and processes, potentially inciting angry mobs, as we've seen in recent years.

Comparing 'populist' leaders to 'populist' brands is controversial, but there are parallels. While most brands use these tactics to entertain, trivialize, and drive attention and sales, some adopt troubling methods similar to those of populist leaders.

Creative expression often mirrors the mood of the time, with trends in politics, socioeconomics, and culture influencing brands, artists, and creatives, whether intentionally or not.

A recipe for fame and futility

While leveraging populist tactics can boost brand visibility and yield short-term gains, this approach, much like political populism, has significant risks. Positioning your brand as a rebellious outsider can attract similarly discontented groups, who may turn against you as swiftly as they would a perceived adversary.

Prioritizing the creation of a loyalist community over establishing a brand with a genuine purpose can lead to a sizable but volatile audience, one that requires ongoing engagement to prevent dissatisfaction.

Many brands, such as Yeezy and PRIME, are beginning to see the downside of immense popularity without the credibility, reliability, or sensibility typically expected of a brand. As they focus on appealing to specific, dissatisfied consumer segments, they risk missing out on attracting valuable customers who could contribute to long-term brand value.

The Rise of The Populist Brand

Part II coming soon

Written by Luke Alexander-Grose

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