Clinton’s Trumped

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One speaks ‘the truth’. One speaks for ‘the true’. Donald Trump engenders thoughts more widely held in American minds than public opinion has ever dared to unveil. Hillary Clinton on the other hand is so ‘right’ in so many ways, she demands that those who hold public example and precedent above all else, should side with her. 

Trump seduces. Despite the seeming unviability of his hair, bad temper and extemporisation, he feeds a national mind starved of simplicity, directness and unreconstructed patriotism. He paints a world wherein men are men; women are women; Americans are great; things get done; and you say it like you see it – John Wayne, transported to Manhattan, putting people in their place with a no-nonsense swagger. 

Yet Trump also persuades. Whatever a forensic analysis of his business dealings might reveal, broadly speaking he is seen to be a man who makes money, gets things done, and who can make America work better in every way. And he does so in a style so uncharacteristic of the constantly-regurgitative establishment, that those who are intellectually disenfranchised from politics, who are tired of the predictable canvas of attitudinal and linguistic homogeneity, finally have a real ball game to watch. He shoots down opponents in brilliant three-pointers. He hits issues out of the park. And does so while chowing down on a burger with a beer. 

Clinton’s strongest suit is her persuasion. Being the most credible woman yet to seek the presidency, people feel they should back her. She follows the first black president, and having surrendered to his primacy eight years ago, the feeling is that she deserves it now. Clinton sticks at things: her marriage, her political loyalty, her awkward bonhomie. She’s the embodiment of the long-suffering woman, bringing life-knowledge into power and figure-heading every minority into the mainstream. 

But there’s a paradox hounding Clinton: almost the most liberated, feminist thing you can do, as an American woman, is not to feel obliged to vote for her. The more the agenda is about her femininity, the more likely it is to run against her.

In brand terms, it’s easily analysed. Using the 16 drivers that I believe create an inclination to interact – the prime power of any successful brand – one quickly identifies why Trump is so much stronger a candidate. Clinton won the Democratic nomination. But at this rate (which might change) Trump wins the election. 

No doubt, the evidence for these 16 drivers is controversial. Yet their point is to project what the majority feel. Neuroscience shows brand decisions are mostly made reflexively. Donald Trump is one of the first American politicians (do we call him that yet?) who appeals to a mass audience, in a mass-marketing style. There may be words and thoughts in his speeches, but it’s his style that is most accessed. It’s pointless cognitively reproaching him; it’s not how he’s playing. He’s inside your head, making you feel stuff, rather than talking to you. 

It might end up being the most democratic election yet, with a greater turnout of minorities and usually-non-voting populations than ever before. Sure, Mexicans, Muslims and many Americans are bruised. But Trump is a devil that people know and understand, clearly laying out the rules. In addition to the new Trump voters (they’re not necessarily Republican), there will be Republicans who, however distasteful they might find their apex candidate, will just not let the Democrats win by not voting for their man. 

Can Clinton turn the tide? Yes. By fighting fire with fire. Being instant. Natural. Seductive. Then her brighter, more statesman-like and civilised persuasion will finally find space in people’s heads. Eventually, fear of impulsive confrontation might yet beat the seduction of unfettered self-belief. But until they’re feeling her, voters won’t be listening. Sanders knew all this, by the way. 

Nadim Sadek is CEO of TransgressiveX