Tuesday, January 24, 2017

5 WAYS TO TRANSLATE THE WOMEN'S MARCH INTO REAL CHANGE

Boston Women's March/Courtesy Anne Zeiser



By Anne Zeiser
Founder of Azure Media 
Author of  Transmedia Marketing: From Film and TV to Games and Digital Media

The Women’s March on January 21, 2017 - the day after Donald Trump’s presidential inauguration - was momentous. Not only for the moment it represented, but also for the movement it’s unleashing. Young people are feeling their agency. Creatives are producing social commentary. Journalists are reestablishing their craft. And democracy is galvanizing populist support. 
While it’s harder to get people to show up at events than to donate money, they turned out in droves for the Women’s March. At least 500,000 marchers peacefully protested in Washington D.C., for the “protection of our rights, our safety, our health, and our families - recognizing that our vibrant and diverse communities are the strength of our country.”  Some 400 sister marches popped up in every major city and minor burg in the U.S., garnering 1.3 million participants. Hundreds more sprung up in Paris, South Africa, Australia, Canada, and Antarctica. In all, there were 672 separate marches worldwide, firing up 2 million activists.
By way of historical comparison, the Women’s March on Washington was the largest combined protest in the U.S. and the second largest in D.C., second to the 2013 March for Life to protest abortion, which attracted 650,000. The 1963 March on Washington, the historic civil rights rally on the Mall where Martin Luther King Jr. delivered his “I Have a Dream” speech drew 250,000 people; from 1965 to 1971 there were a series of anti-Vietnam marches, the largest being the 1969 Vietnam Moratorium, which attracted 600,000 over a week; and the 1995 Million Man Marchfor black rights drew between 400,000 (National Park Service) to 837,000 (Boston University/ABC research). 
But activism alone doesn’t automatically translate into change. Change happens from long-term organized actions that strategically exert pressure at critical pivot points. Strong movements operate both from the bottom up and the top down. Your actions matter because grassroots movements influence leaders and power brokers to make bold moves and break with party lines. The drumbeat must be unrelenting and sustained - for as long as it takes. Therefore, everyone who marched and everyone who marched in spirit must act in some meaningful way on an ongoing basis. 
You can contribute to real change by acting and participating in myriad ways. You can: volunteer, donate money, lobby elected officials, raise money, protest, contact the media, write articles, make art, spread the word. Here are five practical means to translate your energy and activism into change:
1.   Find a Group or Cause to Champion - Connect to an organization or a cause you care deeply about and stick with it. Don’t spread yourself too thin with too many causes, but rather commit to fewer things over the long haul. Whether you choose a larger organization like Planned Parenthood, ACLU, Center for Accountability, or Climate Reality or a local educational or health group, make a concerted effort to contribute in some way every week. Over time it will be a fulfilling part of your life, rather than a task.
 2.   Talk to Your Elected Officials - Elected officials represent you. You must make your opinions heard throughout officials’ terms, not just on Election Day. Your town, city, and state websites have your local officials’ contacts and the National Priorities Project has them for your Congressional representatives. Go to your officials’ offices hours. Call, e-mail, and write them to let them know how you feel about the issues of the day. Flood their phone banks and their mailboxes. Organize your own petition via Care2.com or sign onto organized petitions by CREDO ActionMoveOn.org, or Change.org. Sign the petitions, tag the links with hashtags, and share them widely on your digital platforms - Facebook, Twitter, LinkedIn, Instagram, Snapchat, blog, vlog, podcast, and website.
3.   Get Involved in Public Service - Be active in the political process. Run for office or support candidates who represent your ideology. You can start locally on school committees or in state legislatures. Virginia, New Jersey, and North Carolina have key state-level elections this year. There are 38 governors’ races in 2017 and 2018 that may affect gerrymandered districts (recarving the borders of a district to ensure a party or candidate wins). The mid-term Congressional elections in 2018 are critical to the complexion of Congress. Because the Electoral College is likely to remain in the 2020 presidential election, the best way to elect a president who represents your values may be to work in a sister battleground state such as Ohio, Pennsylvania, Michigan, Wisconsin, Iowa, Minnesota, Arizona, Nevada, Utah, Colorado, Florida, North Carolina, Virginia, Maine, or New Hampshire to swing those electoral votes.
 4.   Register to Vote/Get Out the Vote - Voting is the most powerful tool of democracy, yet it’s the most overlooked. If everyone eligible had voted last fall, we might have had a different outcome today. Ensure everyone you know who’s a citizen of 18 years or older is registered. Many people don’t register because they don’t know how. Work with your town hall and state to spread the word on how to register. Help voters sign up in inner cities, on farms, and on college campuses. Check out Rock the Vote’s efforts to increase voter registration and The League of Women’s Voters initiatives to make registration easier and stop voter suppression. During elections, encourage people in your sphere of influence to exercise their franchise. Drive those that need help to vote or volunteer at your local polling place. 
5.   Support Journalism and Freedom of the Press - The days of believing fake news are dead. Sound journalism - supported by verified facts - is central to an informed citizenry. That’s why freedom of the press is protected by the First Amendment of the Constitution. To develop a discerning eye, read various news sites, watch news programs, and subscribe to a newspaper or publication. Note the difference in how media outlets report on the same issue. Understand the difference between reporting and opinion (public affair programs and op-eds). Watch documentaries on many subjects. PBS has some of the best. Cultivate and share your trusted news sources widely on social and digital media. Hold social media sites and news outlets responsible for fact checking. Support #Truth and #Journalism and denounce #FakeNews and #AltFacts.
There’s much that you can do, but these five avenues will focus your energy in ways that matter. If you want to keep following the Women’s March thread, its organizers have outlined “10 Actions for the First 100 Days” of Trump in office. They offer 10 doable, actions with easy-to-follow steps like socializing and sending postcards to elected officials. There’s no dearth of means to sustain the momentum and make a measurable difference. Add your ideas, organizations, and links in the comments below. 
But, don’t wait to be led by others to become a change agent. 
“If something needs fixing, then lace up your shoes and do some organizing.” -- President Barack Obama
This story also appeared in the Huffington Post
_____________________________________________________________________

Anne Zeiser is a critically-acclaimed transmedia and social impact producer and media strategist. She’s stewarded films and iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. She’s the author of Transmedia Marketing: From Film and TV to Games and Digital Media from Focal Press’ American Film Market® Presents book series. Chapter 29, “Media-fueled Social Impact” outlines how to create social change movements using the media.


Follow Anne Zeiser on Twitter @AzureMedia 

Monday, November 14, 2016

TRUMP MAKES ROOKIE HIRING MISTAKE

Sesame Street






By Anne Zeiser
Founder of Azure Media 
Author of  Transmedia Marketing: From Film and TV to Games and Digital Media

Anyone who’s been in business or managed teams of people knows you can’t have two people running the same show. Accountability must lie with one person. Because ego always creates conflict with two co-heads, President-elect Trump’s recent top posts has created a two-headed monster.


Trump’s appointment of Reince Priebus, the Republican National Committee Chairman, as his chief of staff is the politically expedient decision for the top White House position, appeasing the Republican leadership.  Priebus is a GOP insider with close ties to House Speaker, Paul Ryan. Trump’s appointment of Steve Bannon, the recent chairman of the Trump campaign and former chairman of the conservative Breitbart News, as his chief strategist and senior counselor is a cagey positioning of who Trump really trusts and wanted. But Bannon won’t fly in Washington as chief of staff because the alt-right lightning rod has been the architect of many of Trump’s most polarizing nationalistic and racist messaging during the campaign. The murky title of “strategist” gives him the president’s ear without anyone knowing how much he owns it.

How do I know whether Priebus or Bannon is Trump’s true consigliere? Journalists and public relations professionals know that the person listed first in a press release signals who’s the most important.  That’s Bannon in this case, despite Priebus snagging the top chief of staff title.

What Trump has tried to do with these dual appointments is to give both the ultraconservative voters and more moderate GOP leadership someone to look to in a position of power as “their guy.” But this two-headed moster is a critical mistake. Instead of sticking to his business know-how by placing one person in charge, Trump’s dual leadership posts is a prescription for internal civil war in his administration.


It will end with Trump figuratively lopping of one of the monster’s heads by uttering his hallmark statement to one of them, “You’re fired.” 

This updated story also appeared on LinkedIn Pulse.

_____________________________________________________________________


Anne Zeiser is a critically-acclaimed transmedia and social impact producer and media strategist. She's stewarded films and iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities. She's the author of Transmedia Marketing: From Film and TV to Games and Digital Media from Focal Press' American Film Market® Presents book series. You can follow her at the book’s Web site or on Twitter @azuremedia.

5 THINGS TRUMP'S WIN TAUGHT MY 12-YEAR-OLD SON

TomWang112



By Anne Zeiser
Founder of Azure Media 
Author of  Transmedia Marketing: From Film and TV to Games and Digital Media


My son’s middle school pre-election vote was prescient. Donald Trump beat Hillary Clinton by 7%. “Could this actually happen in real life?,” asked my 12- year-old. “Yes it could.” For more than a year, I have predicted that this outcome was likely. Ask my friends and family about the heated discussions at cookouts and holiday get-togethers. Most dismissed my theory that Trump would win because of the hidden, growing trend he represented and pandered to. I suspected the polls wouldn’t fully reveal this partially underground phenomenon. 

Now that it has come to pass, what to say to a kid who heard Trump’s “build a wall” statement in real time and called him on it vehemently? A kid who formed his own opinion of who was the better candidate, landing firmly on Hillary Clinton. So, when Trump became the President-elect, what could he learn from the loss of his chosen candidate?



These are my suggested takeaways:

1. Life isn’t fair. It never has been and it never will be. The sooner and the more deeply you learn this, the better-equipped you will be to handle life. “So what?” if a kid stole your ball, the teacher blamed you for something you didn’t do, a colleague presented your idea as his, or your candidate didn’t win? The takeaway: Decide how you are you going to handle it. Are you going to blame your current circumstances on external forces?  Are you going to dwell on the fact that it’s unjust? Or, are you going to translate that ire into resolve to do something about it… starting now? 
2. Find the good in people. Are all of Trump’s supporters, bigots, misogynists, and haters? Probably not. But they’re all scared. They’re afraid of losing something precious — their economic or social standing. We know how swiftly fear brings out the worst in people. We saw the rise of fear in Nazi Europe and we saw FDR brilliantly allay it when the Great Depression descended upon this country. The takeaway: Work hard to understand what people are afraid of. Is it fear of lost jobs, diminished quality of life, or “otherness?” Once fear’s understood, you can combat it – by demonstrating how rising tides raise all boats or how we all share a common human experience. 
3. Understand that you have power.  Whether you’re a 12- or 87-year-old; a business owner or unemployed; a white male or a member of a disenfranchised group; you are powerful, especially in this country. You have rights. You have a voice. You have platforms. You have agency.  The takeaway: Every person’s actions matter. The greatest movements began with one person who inspired others to stand up for good. What you do in your life – no matter how seemingly insignificant – has a ripple effect on the people around you, and so on, and so on. Gather up your power and feel its strength.
4. Identify clearly what needs fixing. While there’s a lot to do to make the world a better place and it’s great to feel passionate about many things, you can’t fuel real change without identifying concrete problems and solutions.  What will ensure all Americans have equal rights under the law? How do we give everyone an opportunity to prosper? What measures will protect our planet from climate change? The takeaway: Find your cause(s) and identify the various ways to improve it. Some solutions involve top-down institutional or policy change. Others use bottom-up grassroots public pressure. Most use both. What elements of those solutions can you truly advance?  
5. Create a practical action plan.  Actions affect change. Your actions should be proportional to the concern you feel. If you think the long-standing future of the country is at stake, then make a long-standing commitment to getting involved. Progress requires hard, protracted work. You can sign a petition or post on social media, but will armchair activism be enough? The takeaway: Evaluate the most effective ways you can make a difference. Are you a strong writer or a tech guru? Can you lend your skills to like-minded people or groups? Perhaps you will shape your career to positively impact this world. Will you run for office? Invent something useful? Advocate for the needy?
In seeking lessons around the outcome of the recent election for my 12-year-old – a person old enough to understand what’s going on in the world, but not old enough to fully feel his agency in changing it – I learned a lot. Proof positive that parenting often teaches us more than we teach our children.  In that spirit I share what I hoped my son would learn during this exceptional time – a time that’s raw, but rife with opportunity.

This updated story also appeared in the HuffingtonPost.

_____________________________________________________________________

Anne Zeiser is a critically-acclaimed transmedia and social impact producer and media strategist. She's stewarded films and iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities. She's the author of Transmedia Marketing: From Film and TV to Games and Digital Media from Focal Press' American Film Market® Presents book series. You can follow her at the book’s Web site or on Twitter @azuremedia.

Monday, August 1, 2016

REVEALING THE TRUE PERSONA OF THE NEXT PRESIDENT

Add caption




By Anne Zeiser
Founder of Azure Media 
Author of Transmedia Marketing: From Film and TV to Games and Digital Media




Social media has made everyone a brand and everyone a brander. Do you register on your social graph as snarky or heartwarming? What reflects you better, driving a Jeep or a BMW? Audiences have an innate understanding that a brand's public expressions, the company it keeps, and what others say about it imbue it with characteristics and attributes.

Presidential candidates are the ultimate American brands. In pre-literate eras, their brands were expressed through cartoons and posters. They've since evolved to campaign buttons, brochures, ads, logos, taglines, and theme songs. Like all brands, candidates reflect a coherent set of concepts that are the sum of:
  • Identity - what they stand for
  • Image - what they represent
  • Aspiration - how they make audiences feel


BRAND DISCOVERY THROUGH ARCHETYPES

To understand a brand's essence you must find its true brand personality or persona. A simple, intuitive, and clarifying construct to reveal personas taps the long-standing storytelling character device - the archetype. Archetypes have been prevalent through our earliest oral and written storytelling traditions, populating mythology and literature. Plato wrote about seminal characters, which have recurred in some of the greatest stories of all time. Achilles, from Greek mythology and Superman are both "The Hero." Little John in Robin Hood and Chewbacca in Star Wars are both "The Regular Guy."

Carl G. Jung identified and described seven universal archetypes in his Archetypal Theory that symbolize basic human needs, aspirations, and motivations. In 2001, Margaret Mark and Carol Pearson applied Jungian archetypal storytelling and psychology to brand identity in The Hero and the Outlaw, identifying 12 familiar brand archetypes or personas.

Check out all 12 archetypes - mapped along two continua along the Y and X axes - revealing four groupings of human motivations.

Courtesy of Azure Media; Design: Elles Gianocostas
Where do the presidential nominees and their VP picks land among these archetypes? The candidates' true personas blend their personalities with their core ideologies. You may identify more than one archetype at play in each candidate, but one persona is always dominant.  And you'll see that both the Republican and Democratic nominees have chosen running mates who complement their personas. (For details of all 12 archetypes and to learn how to discover a brand's identity, see Transmedia Marketing: From Film and TV to Games and Digital Media.)

PERSONAS OF THE REPUBLICAN CANDIDATES

Donald Trump - "The Ruler"

Alex Wong/Getty Images
Donald Trump is clearly "The Ruler" persona - a powerful leader who can be either good or evil. Trump runs his business empire (and ran The Apprentice reality show) with absolute power.  To make America prosper, he expects to rule the county in the same top-down, authoritarian style.

Trump's unabashed about his singular power, claiming "I am the only one who can make America truly great again!" And, he sees himself as the only one who can stabilize an unsteady ship: "No one knows the system better than me, which is why I alone can fix it." David Boaz, EVP of the Libertarian think tank, Cato Institute, supports this autocratic designation. "We have one candidate who's not even pretending - he is promising to be a one-man ruler."

Trump boldly plays out this persona by uttering un-PC criticisms and ad hominems about his enemies and people he sees as "other" or a threat. This is particularly attractive to America First-ers. His critics view his leadership style as too extreme, calling him a "dictator," "bully," and "demagogue." These reproaches are fueled by his public admiration of leaders such as Vladimir Putin and Saddam Hussein. 

You might see elements of the "The Jester" (the comical truthsayer) in Trump because of his over-the-top comments. Or, you may see his disruptiveness as signs of "The Outlaw" (anti-establishment freedom seeker, which Bernie Sanders truly embodies).  But in the end, Trump's dominant persona is "The Ruler."
"The Ruler"- an archetype of Security and Control: StabilityA powerful leader. Part of the establishment. Sets the rules that others play by. Can be benevolent or evil.




  • Motto: Power isn't everything; it's the only thing
  • Core desire: Control
  • Goal: To create a prosperous, successful family or community
  • Greatest fear: Chaos or being overthrown
  • Strategy: Exercises power
  • Gift: Responsibility or leadership
  • Trap: Authoritarianism or dictatorship; inability to delegate
  • AKA: The boss, leader, aristocrat, king, queen, politician, role model, manager, or administrator
  • Fits if it: Is a high-status brand used by powerful people to enhance their power; Makes people more organized; Offers a lifetime guarantee; Empowers people to maintain or enhance their grip on power; Has a regulatory or protective function; Is moderately to high priced; Can be differentiated from more populist brands or one that is a clear leader in the field; Is a market leader that offers a sense of security and stability in a chaotic world 
  • Examples: Star Wars character - Darth Vader, Microsoft, The New York Times, Universal, IBM, Mercedes, American Express, British Airways, Barclays

    Mike Pence - "The Sage"

    Jonathan Ernst/Reuters
    Given the concerns about Trump's despotic and loose cannon persona, it's no surprise that Trump (or his party) chose a safe, more predictable running mate in Mike Pence. Pence is "The Sage" persona - a provider of intellectual solutions through research and diligence.

    A former Indiana staffer bolsters this persona, saying Pence "likes to chew over an issue extensively before presenting it to the public, and wants to hear from multiple sides before making up his mind."

    In addition to the social conservative cred and ties to the Koch brothers that Pence lends to the Trump ticket, he offers an almost "boring" offset to Trump's flamboyance. "He balances Mr. Trump out in terms of personalities," says political science professor Andrew Downs, director of the Center for Indiana Politics at Indiana University-Purdue University in Fort Wayne. "He is Midwestern polite. He's also very good at staying on message."

    But as an absolute ruler, will Trump mine the considerable value of and give voice to Pence's "The Sage"?
    "The Sage" - an archetype of Independence and Fulfillment: IndividualismProvides intellectual solutions to problems. Offers expertise and advice. Has serious objective tone. Finds truth through research, objectivity, and diligence.




  • Motto: The truth will set you free
  • Core desire: To find the truth
  • Goal: To use intelligence and analysis to understand the world
  • Greatest fear: Ignorance, or being duped or misled
  • Strategy: Seeks out information and knowledge; self-reflects and understands thought processes
  • Gift: Wisdom or intelligence
  • Trap: Dogmatism or studying details forever without acting
  • AKA: The expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, planner, professional, mentor, teacher, or contemplator
  • Fits if it: Provides expertise or information to others; Encourages audiences to think; Is based on new scientific findings or esoteric knowledge; Is supported by research-based facts; Can be differentiated from others whose quality or performance is suspect
  • Examples: Star Wars character - Yoda, CNN, Ask.com, Intel, Gallup, McKinsey & Co., Harvard University, Oprah's Book Club, Philips, HSBC, Albert Einstein

    PERSONAS OF THE DEMOCRATIC CANDIDATES

    Hillary Clinton - "The Hero"

    Alex Wong/Getty Images
    Hillary Clinton's appearance at the Democratic National Convention crystallized her "The Hero" persona - a strong change maker who benefits others. She exuded the "White Knight" - literally and figuratively - when she accepted the nomination.

    Throughout the election, Clinton has touted her legacy of public service - including law school service projects, children's health care reform, and post-9/11 funding - as improving the world. Forbes attributes her achievement of that track record to "persistence, strong will or sheer determination." Bill Clinton reinforced this crusader persona in his spouse-in-chief speech, recalling her accomplishments and naming her "the best darn change maker I ever met in my life." 

    But Clinton's extensive service record can play as a recitation of her resume, rather than a heartfelt expression of her deep-seated empathy. Her critics call her "cold" and "arrogant" - possible results of her single-minded focus or falling prey to the "The Hero's" trap of hubris. Clinton acknowledges that disconnect: "Throughout all these years of public service, the service part has always come easier to me than the public part."

    So, it's no surprise that Chelsea Clinton introduced her mother to the DNC as a warrior, but wrapped in a highly personal package. "My mother, my hero, our next President: Hillary Clinton."

    You may see elements of "The Sage" in Clinton because of her serious tone and command of facts, or "The Explorer" (challenges themselves and others to do new things) because of her never-ending causes. Still, she and her machine have cast her dominant persona as "The Hero.
    "The Hero" - an archetype of Risk and Mastery: ChangeProves self through amazing physical acts. Strong, but uses a controlled strength to benefit others.




  • Motto: Where there's a will, there's a way
  • Core desire: To prove one's worth through courageous acts
  • Goal: Expert mastery in a way that improves the world
  • Greatest fear: Weakness, vulnerability, or being cowardly
  • Strategy: Is as strong and competent as possible
  • Gift: Courage or competence
  • Trap: Arrogance or always needing another battle to fight
  • AKA: The warrior, crusader, rescuer, superhero, soldier, dragon slayer, winner, or MVP
  • Fits if it: Has inventions or innovations that will have a major impact on the world; Helps people be all they can be; Solves a major social problem or encourages others to do so; Has a clear opponent to beat; Is an underdog or challenger brand; Is strong and helps people do tough jobs exceptionally well; Can be differentiated from competitors that have problems following through or keeping their promises; Has audiences that see themselves as good, upstanding citizens
  • Examples: Star Wars character - Luke Skywalker, Jerry Bruckheimer's programming, US Army, Nike, FedEx, BMW, Home Depot, Ford, Tag Heuer, Duracell, Land Rover
    Tim Kaine - The Regular Guy

    nbcchicago.com
    To counter the uncharismatic and harsher aspects of her persona, Clinton has reinforced the "heartland" roots and values she shares with her warm and easy-going Veep running mate, Tim Kaine. Kaine is "The Regular Guy" persona - a friendly, humble, guy next door.

    Kaine's accessibility is evident in his natural speaking style and quick smile, appealing to the working man and woman. When describing his considerable public career during his DNC speech - from mayor to U.S. Senator - he visibly fought his corn-fed humility. Social media latched on to his good-guy persona with a rash of "Dad jokes."  @ericschroeck Tweeted, "I just want Tim Kaine to make me some scrambled eggs when I'm sad and ask me, 'What's wrong, scout?'"

    A huge value of Kaine's avuncular persona is that he's the antithesis of a braggart or bully. That allows him to extol the virtues of Clinton's accomplishments and to take down Trump-the-bully with good-natured impunity:  "You know who I don't trust? Donald Trump. The guy promises a lot. He has a habit of saying the same two words right after he makes his biggest promises: Believe me. His creditors, his contractors, his laid-off employees, his ripped-off students did just that, and they all got hurt."

    So far, Clinton and her party have quarried the benefit of Kaine's "The Regular Guy."
    "The Regular Guy" - an archetype of Belonging and Enjoyment: CommunityIs down-to-earth and accessible. Bonds with others by being humble, hard working, and friendly.



  • All men and women are created equal
  • Core desire: Connecting with others
  • Goal: To belong
  • Greatest fear: Being left out or standing out from the crowd
  • Strategy: Develops ordinary solid virtues; is real; applies the common touch
  • Gift: Equality, realism, empathy, or humility
  • Trap: Blending in or becoming a lynch mob
  • AKA: The Average Joe, good-ole-boy, girl-next-door, everyman, working stiff, solid citizen, good neighbor, mensch, realist, or silent majority
  • Fits if it: Gives people a sense of belonging; Offers everyday functionality; Is low to moderately priced; Is produced by a solid company with a down-home organizational culture; Can be positively differentiated from more elitist or higher priced brands
  • Examples: Star Wars character - Chewbacca, Disney (later), eBay, Lowes, Dunkin' Donuts, Miller Beer, Sonic, Walmart, Cover Girl, Chevy, Wendy's
    What's most noteworthy about this campaign is that the "negative sentiment" for both of the presidential nominees is the highest in any modern presidential election in the past seven decades - since Barry Goldwater.

    These polarizing negatives reflect voters' concerns and distrust of the nominees falling into their personas' traps. The Achilles' heel for Donald Trump, "The Ruler," is authoritarianism or dictatorship and inability to delegate. The Achilles' heel for Hillary Clinton, "The Hero," is arrogance and always needing another battle to fight.

    But in the end, our next president will be determined in the general election by how much voters believe that each candidate can deliver on their persona's brand promise.
    _____________________________________________________________________
    This story also appeared in the Huffington Post.

    _____________________________________________________________________

    Anne Zeiser is a critically-acclaimed transmedia and social impact producer and media strategist. She's stewarded films and iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities.  She's the author of Transmedia Marketing: From Film and TV to Games and Digital Media from Focal Press' American Film Market® Presents book series.