The U.S presidential election is imminent and, not surprisingly, politics are dominating everyone’s conversations. Last week a work colleague and I had an on-going discussion of whether brands have political connotations.
We started with an observation about cars in the office parking lot: more Republicans own BMW’s while more Democrats own Jeeps. Cars turned into sports: Democrats prefer football while Republicans prefer baseball. We tried to find a pattern with fast food restaurants but couldn’t.
My colleague then speculated that logo color might reveal something about political leanings. Coca-Cola, Verizon, and Oracle would all be considered Republican while Pepsi, AT&T, and SAP would be Democratic. Chick-fil-A’s red logo seems to be consistent with their recent political controversy.
While it’s an intriguing notion, the theory didn’t stand up to a little on-line sleuthing. The neuro-insight research firm Buyology studied consumers’ non-conscious connections to brands and discovered variations by political affiliation:
|Most Desired Car||Jeep||BMW|
|Most Desired Electronics||Sony||Sharp|
|Most Desired Insurance||Progressive||Allstate|
|Most Desired Restaurant||Wendy’s||Subway|
|Most Desired Coffee Shop||Starbucks||Dunkin’ Donuts|
Allstate’s blue logo disproves our theory but at least we got the cars correct.
It turns out trying to associate brands with political preferences is a popular topic. According to consumer research firm YouGov, which ranked 1,100+ brands for quality, value, and willingness to recommend, the top brands for each political party are as follows:
|Fox News Channel|
|Dawn||Johnson & Johnson|
The results seem to imply Republicans watch more TV while Democrats spend more time on-line.
Even social media has joined in. The digital agency Engage cross-referenced polling data with influence and Facebook “likes” to correlate food preference with politics. Their conclusion? “Conservatives like Cracker Barrel, while Red Bull leans left.”
I don’t know if any of this can be used to project the election winner but it’s good fun.
So readers, do your politics fit these brand preferences?