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

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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.

REVEALING THE TRUE PERSONA OF THE NEXT PRESIDENT

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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.