Engagement Labs Inc. has released an on-line quiz called, “Do You Live in a Political Brand Bubble?” The quiz is based on its data indicating that the advocates of many brands also lean strongly toward either Democrats or Republicans.
“Some brand allegiances are obvious, such as Democrats recommending MSNBC and Republicans recommending Fox News among cable news channels. But many other brands have advocates who lean red or blue as well and are harder to guess,” commented Brad Fay, Engagement Labs’ chief commercial officer. “Do Republicans or Democrats recommend Allstate for insurance? What about State Farm? And which party’s supporters are more likely to travel booking sites [the Hotels website] and Trivago? These are all brands that lean red or blue, and factor into the new Engagement Labs quiz.”
Engagement Labs created the quiz drawing from its TotalSocial data platform that contains on-line and off-line consumer conversation data of routinely recommended brands that lean left or right in terms of their most ardent fans. The results on whether the quiz-takers are living in a Democratic or Republican “brand bubble” links to Engagement Labs’ study at the end of the quiz.
“Some brands are getting involved with politics willingly, as in the Nike example, but others have been drawn in unwillingly, such as Nordstrom when they were criticized by President Trump for dropping the Ivanka Trump brand from their stores and catalogue,” added Mr. Fay. “Our quiz is meant to highlight one critical factor — the importance of knowing your audience. Before deciding whether to jump into the political fray, brands really need to do their homework and figure out whether their target markets leans left or right, and it’s not always obvious.”
Another brand that made a political calculation, Dick’s Sporting Goods, wrongly predicted it would lose business when it stopped selling assault weapons in the wake of the Parkland, Fla., shooting tragedy. Edward Stack, chief executive officer of Dick’s Sporting Goods, publicly predicted revenues would suffer for having made a decision based on corporate ethics, but Engagement Labs measured more positive off-line sentiment for the brand, which ultimately led to a higher stock price for Dick’s Sporting Goods.
About Engagement Labs Inc.
Engagement Labs is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The company’s TotalSocial platform focuses on the entire social ecosystem by combining powerful on-line (social media) and off-line (word of mouth) data with predictive analytics. Engagement Labs has a proprietary 10-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence, to reveal the social metrics that increase marketing ROI (return on investment) and top-line revenue for its diverse group of clients.
TotalSocial is a premier data and analytics platform that provides brands with unique insights, improved marketing return on investment and strategies to grow revenue. Fuelled by actionable on-line and off-line data, TotalSocial is the only platform that encompasses and listens to the entire social ecosystem. TotalSocial offers unique, proprietary data about brands, its industry and competitors. With cutting-edge diagnostics, patent-pending predictive analytics and machine learning, TotalSocial identifies business opportunities and provides recommendations and a road map to grow revenue and achieve business and marketing goals.