The Risks and Outsize Rewards of Political Branding

In a time of unprecedented political partisanship, the risks and rewards of corporate political messaging are amplified. Viral marketing strategies including Nike’s partnership with racial justice activist and football star Colin Kaepernick, Gillette’s toxic masculinity ad, and Chick-fil-A’s anti-LGBTQ stances rally political sympathizers to a brand’s side and alienate ideological foes.

Street Fight checked in with Jen Capstraw, director of strategic insights and evangelism at growth marketing company Iterable, to get a sense of how significant the benefits and drawbacks of political branding are, which ideological direction political ads are predominantly taking, and how strong the evidence is for the efficacy of partisan messaging.

LBMA Vidcast: Location-Based Innovations from Nordstrom, Lyft, WeChat

On this week’s Location-Based Marketing Association podcast: Republican campaign using beacon-enabled lawn signs, &Pizza + Lyft, WeChat battles fake GPS data, Nordstrom will deliver food to you in store, Jägermeister summons “Darke Spirits”, Chick-Fil-A launches dine-in mobile app.