Posted by Elena del Valle on January 3, 2017
What We Can Learn
By Jay Gronlund,
President, The Pathfinder Group
Jay Gronlund, president, The Pathfinder Group
Photo: The Pathfinder Group
Without doubt, Donald Trump’s election victory was a shock to most people, especially pollsters, the news media and those living in urban centers across the country. In some ways, it was a contest of character between the two most unfavorably perceived presidential candidates in history. However, from a branding perspective, the compelling reasons behind each vote was more about what each candidate stood for. And this is what branding is all about – making promises that resonate with people’s intense emotional desires, to connect with them.
Click to read the entire article Positioning the Trump Brand for Victory – What We Can Learn
Posted by Elena del Valle on November 9, 2016
By Jay Gronlund,
President, The Pathfinder Group
Jay Gronlund, president, The Pathfinder Group
Inequality of pay in business has become a crisis, fueled mainly by the excessive compensation of CEOs, according to a Hudson Institute article by Irwin Stelzer published July 30,2016. In 1965, the average ratio comparing CEO pay to the median worker’s was 20:1. Today CEOs earn more than 300 times, or 300:1. This alarming disparity has stimulated a widespread negative reaction, as the passionate response by Millennials for Bernie Sanders has demonstrated, and is even becoming a clear source of frustration for Hispanics who aspire to get ahead in the U.S. Even more disconcerting is evidence from studies showing that the highest-paid CEOs are often the worst performers. In short, the growing problem of inequality and extreme pay checks for CEOs has undermined the brand trust of many corporations.
Click to read the entire Pay Inequality Jeopardizing Trust In CEOs and Corporate Brands
Posted by Elena del Valle on February 24, 2016
President, The Pathfinder Group
Jay Gronlund, president, The Pathfinder Group
The surge behind this exploding Bernie phenomenon is fascinating for many reasons. It is certainly an indication of how divergent our society and politics have become, and this could even intensify in the future. It also shows the political potential of finding and concentrating on the most pronounced issues that frustrate younger people from all ethnic backgrounds, especially Hispanics. Interestingly, from a branding perspective, there are some revealing lessons from this unexpected success of the Bernie Sanders brand.
Click here to read the entire article How Hispanic Millennials Are Driving the Bernie Sanders Brand
