All Avenues Open: Managing through the uncertainty of the Trump era marketplace

This article summarises a webinar on what the 2016 presidential election in the US means for the marketplace and how brands should be reacting to this new state of uncertainty.
  • Brands should be more diligent, adaptive and responsive to contingencies and possibilities in a wider perspective of consumer values.
  • Particularly with threats of tighter borders, it is important to make sure customers always feel safe and respected within your spaces and all of the spaces where you have a presence; civility sells.
  • However, brands must also take care as there is a more aggressive and toxic style of brand antagonism afoot.
  • There needs to be an emphasis on flexibility because the vote for Trump was a vote both of uncertainty and for change, meaning success will require...

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