As someone who is decidedly NOT a fan of the annual Black Friday shopping orgy—and who participates instead in celebrating Buy Nothing Day (like Black Friday, always on the day after US Thanksgiving), I just love this!

Patagonia had pledged to donate all of its worldwide online and offline revenues on Black Friday to environmental causes.

Patagonia's fish/mountain range-shaped logo
Patagonia’s fish/mountain range-shaped logo

Here’s what happened, as reported by ABC News:

The outdoor clothing maker previously announced it would donate 100 percent of its global retail and online sales on Black Friday. It says it expected to reach $2 million in sales, but instead generated five times more. Patagonia says the fundraiser “attracted thousands who have never purchased anything from Patagonia before.”

Mind you, that’s not the profits from its $10 million in sales. It’s the whole amount, the gross revenue. Nothing set aside for product costs, operating costs, or anything else. I hope this generates many loyal new customers and lifelong fans. May the company’s generosity be a source of continued abundance, and maybe next year they can repeat and do even better.

All I can say is BRAVO and WOW!

Personally, I’ve been a fan of Patagonia for decades. I even profile the company in my latest book, Guerrilla Marketing to Heal the World. I didn’t happen to hear about this ahead, but might have actually moved from participating in Buy Nothing Day to making an online Black Friday purchase to support the environment. That would not have felt like the crass commercialism that seems to fill every moment of airspace in November and December, and feels especially extreme on Black Friday.

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If you don’t think customer service is part of marketing—and maybe the most important part—this post is must reading for you.

Old movie theater marquee. Photo by Marcus Buckner.
Old movie theater marquee. Photo by Marcus Buckner.

Great Service Builds a Business

Great customer service builds long-term customers, relationships, and ambassadors for your brand! Just ask Nordstrom. They surely don’t compete on price.

Ask Southwest Airlines, which made its original reputation on low prices but now is known for exemplary service in an industry that generally treats its customers like crap. Many times, I’ve actually paid a bit more to fly Southwest, because I know I can check bags for free and—more importantly—change my ticket if there’s an issue.

Southwest earned my loyalty by saving an expensive cruise vacation that was about to go up in smoke when our airport closed for a snowstorm and we weren’t going to make our connection to the cruise ship. Southwest cheerfully if perplexedly let us shift to the following day in a different city, so we could board at the ship’s first port-of-call.

These days, I go to the Southwest website first, and only check discount travel sites if I can’t get a good flight there. Have I told people they should fly Southwest? You betcha. I just told you and a few thousand others, in fact.

Crappy Service Kills a Brand

Yet no amount of (expensive) marketing will undo bad customer service. This is something I talk about in many of my books, including the most recent, Guerrilla Marketing to Heal the World.

I have boycotted a number of businesses that treated me shabbily—including the movie theater in the New York City neighborhood I grew up in that sold my 12-year-old self a full-price adult ticket and made me sit in the children’s section. I have not been back in the 47 years since—because I felt wronged and discriminated against.

But the worst was our local Toyota dealership. We had a long and extended bad interaction with them that culminated in a phone call, “you have 24 hours to get your car out of our lot—and by the way, the engine is in pieces in the trunk.”

Not only did I write a five-page complaint letter with full documentation to the VP of customer relations for Toyota USA (which gave a too-little-too-late form-letter make-good offer a full year later), not only did I never buy as much as a tube of touch-up paint from that dealer for the rest of their career and was not sorry when they closed—but the next time I went car shopping, I didn’t even seriously consider Toyota and bought a competing brand. That was the first time I bought a car not built or designed by Toyota since 1981; they threw away decades of strong brand loyalty. Over the 30 years or so that likely remained in my car-buying lifetime at that moment, they probably cost themselves well into the six figures.

And no amount of expensive advertising will counter the disconnect if you don’t walk your talk, even if it’s not a customer service issue. If you have a sign posted in your store noting that you’ve empowered your employees to solve customer issues, as the late Blockbuster Video did, that should actually be the policy. It wasn’t for Blockbuster, in my personal experience. And they’re gone.

And these days, a frustrated customer doesn’t just tell ten friends. I just read recently that Dave Carroll’s video, “United Breaks Guitars”—seen by nearly 17 million people—actually lowered the airline’s stock price. The video also garnered tons of mainstream media coverage (including CBS and CNN), many new fans for Carroll and his band, the Sons of Maxwell, and even a book contract (the book—big surprise—is called United Breaks Guitars. And think about all those “companysucks.com” websites out there damaging brands.

In Guerrilla Marketing to Heal the World, I cite an auto-industry study that only 40 percent repurchase. So it’s up to you to turn satisfaction first into delighted amazement, and then into loyalty, and finally into ambassadorship for your brand?

Timothy Keiningham and Terry Varva, authors ofThe Customer Delight Principle: Exceeding Customers’ Expectations for Bottom-Line Success, point out that marketing’s primary role is to communicate “the wants, needs, and expectations of current and potential customers,” [emphasis mine] so the business can “create and distribute products or services that more closely address and answer these inherent needs.” If meeting the needs of current customers doesn’t encompass customer service, you’re in trouble.

Please share your customer service successes and disasters (either as a vendor or a s a customer) in the comments section, below.

 

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On a discussion list, a startup entrepreneur asked,

I have noticed that many successful startups are advertising that they donate x% of their profit to someone in need or they help someone have a better life,etc. What do you think is the importance of such messages to gain initial traction and how does it help grow the company?

By the time I saw the post, several other people had jumped in to tell him that social entrepreneurship isn’t just a marketing trick. It must be genuine.

Globe showing various crises around the world
How some people view the world—Opportunity for businesses that genuinely care

I agree, but there’s more. Here’s what I wrote:

Yes, social giving has to be genuine–motivated not by marketing but by sincerely helping the world–but if you’re doing that, you gain huge marketing advantage if you handle it right.

Keep in mind: charitable give-backs are NOT the only model. I’m rather a fan of creating products, services, and business cultures that directly *and profitably* turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. In fact, in my latest book, Guerrilla Marketing to Heal the World–which is focused on this aspect–charity givebacks account for part of one chapter out of 22 chapters. In my speaking and consulting, I help companies actually develop these kinds of approaches. You can get a very quick early-stage introduction by spending 15 minutes with my TEDx talk, “Impossible is a Dare” https://www.ted.com/tedx/events/11809 (click on “event videos”)–but recognize that this was 2 years ago and the work has evolved a lot since then.
All other things (such as price, quality, convenience) being comparable, consumers “vote with their feet” to support ethical, green, socially conscious companies. So you, as a startup, have the chance to look at the skills, interests, and wider goals within your company…create products and services that match these skills, interests, and goals with wider goals like the Big Four I mentioned at the beginning…and market them effectively to both green and nongreen markets (which has to be done differently, as I discuss in the book). But please, do it with good intentions! (I can help, BTW.)
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The Washington Post reports that the never-finished, never-operated Bellefonte Nuclear Power Plant, in Hollywood, Alabama is for sale at the bargain-basement price of $36.4 million. It has cost more than $5 billion to build as much of it as Tennessee Valley Authority managed to complete, so this isn’t just pennies on the dollar. Each penny of the purchase price leverages $137.36 of construction investment—which, if my math is right, works out to a pretty incredible 1,373,626.37 percent return on investment (ROI), if the plant could be amortized that way. Kind of like getting a Ferrari for the price of a Matchbox car (little toys about two inches long).

The unfinished Bellefonte nuke in Alabama is for sale. Let's have some fun figuring out what to do with it.
The unfinished Bellefonte nuke in Alabama is for sale. Let’s have some fun figuring out what to do with it.

Of course, the plant can’t be amortized that way. It was built to turn atoms into smaller atoms and electricity (and, by the way, tremendous waste heat and a whole soup of poisonous and radioactive waste). In all likelihood, the plant will never fulfill its intended purpose. And that’s a good thing!

So let’s think about what we could do with it instead. After all, it’s costing the small town of Westwood, MA more than $13 million just to build a police station, so this really is “the deal of the century.” And let’s have some fun.

I want your outlandish AND your practical ideas. Please submit one of each as a comment on this page, in this format: Outlandish: (describe your idea in one to three sentences). Practical: (describe your idea in one to three sentences). Also please tell me how you learned about the contest so I know whom to thank. If you wish, you may link to a page giving more details. Each entry must include both categories (and the link to your posting address or Facebook screen name must function, so I can contact you if you win).

Oh, and comments are moderated, so don’t even bother posting racist, sexist crap or unrelated commercial spam. It won’t get posted and it WILL get you reported and blacklisted.

All entries must be received by 11:59 PM Eastern Time, Thursday, October 20, a bit over a month from the day I post this.

Want to be a winner? Make your Outlandish entry very humorous but not offensive. And make your  Practical entry eco-friendly and specific. For instance, it’s not enough to say “a renewable energy project.” I want to know the type and why it’ll work there.

The winner in each category will get a 30-minute consultation with me to discuss any aspect of marketing, green/social entrepreneurship business profitability, book publishing, or green living–and a copy of my latest book, Guerrilla Marketing to Heal the World (acclaimed by Jack Canfield, Seth Godin, and others) as well as my ebook, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life—With No Negative Impact on Your Lifestyle. Total value of the prize is $135, which is as close as I can come to the amount of construction cost each penny covers. And you’ll be in a press release I’ll send out announcing the winners.

I am the judge, and I’m not responsible for lost or misdirected entries, I assume no liability, blah blah blah (standard contest disclaimers).

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NOTE:  I clarified my response–and especially the headline–in this later post.

I got an email this morning from Labor for Bernie, urging me to sign up to continue the movement. My wife saw a note from Bernie himself, on Facebook. Both urged us to join the ongoing movement by signing up at OurRevolution.com.

So I clicked over. And this is what I saw:

Landing page of OurRevolution.com
Landing page of OurRevolution.com

It’s designed like a classic marketer’s landing page with only two options: sign up or send money. Except that a classic marketer’s landing page describes the project it’s selling—sometimes, in great detail. This time—not a clue about what this organization is going to stand for.

I’m a strong Bernie supporter. I love that he was able to bring a progressive agenda into mainstream US politics—after watching so many fail before, from Jesse Jackson to Howard Dean to Dennis Kucinich. But I’m not signing.

Too many times, I’ve seen organizations co-opt supporters by turning out to stand for something other than they pretended, going back to the Socialist Workers Party’s attempt to co-opt the Vietnam peace movement when I was a teenager. Here, I don’t even see a pretense. I see nothing about what this organization will stand for, what tactics it will use, etc.

Even for Sanders, I don’t write a blank check. Not financially, and not in my commitment to an organization whose tenets I can’t describe. Even for Bernie, I won’t sign blind.

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The two big messages of the Democratic Convention were Hope and Inclusion. Hope, of course, was one of the two themes (along with Change) that propelled Barack Obama to the presidency in 2008.

The danger with memes like Hope and Change is that they leave people greatly disappointed when not much appears to change. Obama actually has a pretty powerful record of accomplishment (and here’s a shorter but more up-to-date list prepared by the Democratic Party). But he’s somewhat diffident about claiming it—and his legacy is much less than it could have been because of the concerted effort of the GOP to deny him any victory no matter how small. Here, for instance, is Mitch McConnell, early in Obama’s presidency, saying the President is not sufficiently bipartisan, despite Obama’s unprecedented and massive outreach to the other side at the expense of that agenda of hope and change—something even Fox News noticed. (Of course, by 2010, McConnell was openly saying his top priority was making sure Obama was a one-term president.)

I have plenty of issues with both Obama and with Hillary Clinton—but government is supposed to be bipartisan, not spoil-sport-losers-blocking everything. The Democrats even allowed George W. Bush to govern, despite his awful, destructive policies from which the country is still recovering. That Obama has been able to get anything done in this climate (and as those two links above prove, he’s done quite a bit) is remarkable. That the Republican Party has thwarted the will of the people over and over again these 8 years is shameful.

Obama also has a tendency to “roll over and play dead” unnecessarily. To name one example, that he gave up so easily on filling the Supreme Court vacancy caused by Scalia’s death is shocking—and very bad precedent. As a former community organizer, Obama should have had a clue about how to break he deadlock—keep the apparatus that twice elected him president active, to deluge Republican legislators with calls and letters supporting particular pieces of Obama’s agenda—to keep people involved and motivated while at the same time disassembling Republican intransigence, making its revelry in being “The Party of No” politically difficult. Obama could have organized a backlash in the 2010 election and accumulated massive majorities in both houses. But he let his eager champions wither on the vine.

Hillary Clinton and Bernie Sanders
Hillary Clinton and Bernie Sanders

Inclusion may not be as powerful as hope, but it’s a very strong meme nonetheless. This year’s Republican candidate openly embraces hostility to inclusion—attacking Mexicans and Muslims along with immigrants in general, mocking disabled people, and even attacking the patriotism of decorated war hero Senator John McCain. So it’s a good move for Hillary Clinton to reclaim the emotional territory she gave up to both Sanders and Trump during primary season—and in this case, I do think it’s genuine. The first night of the convention, especially, was all about outreach to those who’ve felt disenfranchised (including the millions of supporters of Bernie Sanders). Clinton’s good dose of Policy Wonk may also be the antidote to Trump’s sketchy sound-bite promises about how he would govern.

The themes of inclusion, hope, and competence were in tremendous contrast with the Republican Convention, whose dominant message was fear—expressed in xenophobia. The other message of the Republicans was “we don’t have to give a crap about people we can beat up”–a big rallying point for those who agree, but a big push-away for anyone who might be a potential victim–and that’s a LOT of people. This is essentially the message of fascism, and it scares me to see it coming out of the mouth (and Twitter feed) of a nominated major-party candidate for President.

And this is why I will vote for Hillary even though my own politics are closer to Jill Stein’s, and even though I live in a state that will vote Democratic no matter what. I am not thrilled about voting for Hillary, but I will vote for her. I consider Trump the greatest threat to democracy and liberty in my lifetime. His repeated use of Hitlerian memes is very troubling. And I think very deliberate. I want Trump’s margin of defeat to be so “YUGE” that we never see his ugly politics again.

Looking at the election as a whole, I’d bet that Trump, a master marketer for decades, has studied NLP (Neurolinguistic Programming—an extremely powerful approach to getting inside people’s minds through the use of deep psychological triggers) and is far better at getting his (loathsome) message across than Clinton is. The Republicans have been using sound bites that appear to be based in NLP techniques for over 30 years, but Trump has taken it much deeper. Clinton, by contrast, is an old-school politician who hasn’t quite figured out the 21st-century shift in marketing from push to interactive. And Sanders has probably not studied marketing but he’s a natural. His brand is wrapped in an integrity that neither party nominee can offer—and he has a long background in (and deep understanding of) community organizing as well as electoral politics. When he started as a politician, Vermont was not exactly a progressive hotspot. I believe he helped create the climate where his state is now among the bluest in the nation.

Interestingly, all three are around the same age, spanning from Clinton’s 68 to Sanders’ 74 (Trump just turned 70)—yet the oldest, Sanders, had the strongest appeal to youth. And the younger candidates, from O’Malley to Rubio, were all eliminated months ago.

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Donald Trump and the late Muhammad Ali had at least three things in common: personal wealth, a love of bragging and a willingness to speak their mind even if others were offended. But there’s a big difference: Ali actually had something to brag about. He really was the greatest at what he did, racking up an amazing 55 victories over 61 fights in his career, and going undefeated in his first 30 bouts.

Muhammad Ai probably wore gloves like these. Photo by Wojciech Ner.
Muhammad Ai probably wore boxing gloves like these. Photo by Wojciech Ner.

He was also a man of deep principle, foregoing his career for three years after refusing to fight in Vietnam.

This is what he said about that choice:

Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on Brown people in Vietnam while so-called Negro people in Louisville are treated like dogs and denied simple human rights? No I’m not going 10,000 miles from home to help murder and burn another poor nation simply to continue the domination of white slave masters of the darker people the world over. This is the day when such evils must come to an end. I have been warned that to take such a stand would cost me millions of dollars. But I have said it once and I will say it again. The real enemy of my people is here. I will not disgrace my religion, my people or myself by becoming a tool to enslave those who are fighting for their own justice, freedom and equality. If I thought the war was going to bring freedom and equality to 22 million of my people they wouldn’t have to draft me, I’d join tomorrow. I have nothing to lose by standing up for my beliefs. So I’ll go to jail, so what? We’ve been in jail for 400 years.

Agree or disagree with him , you knew where he stood.

Ali was also a humanitarian and philanthropist, using his fortune—a fortune amassed not through inherited wealth and speculative business ventures, but by coming up out of poverty and putting himself in the ring to be slugged again and again by some of the strongest people in the world—for social good.

By contrast, Trump brags about screwing people over, is very quick to unleash insults on others, and yet is very thin-skinned when anyone criticizes him. He even revoked the Washington Post’s media credentials to cover the Trump campaign because he didn’t like the things he said about them.

Let’s listen to Trump in his own words:

“The beauty of me is that I’m very rich.” –Donald Trump

Of course, it helps that he inherited a fortune from his father, a large-scale NYC landlord whose racist policies were so bad that Woody Guthrie (his tenant, briefly) wrote scathing songs about him. Trump’s own record includes lots of failure—including four bankruptcies. It’s hard to imagine him getting rich if he hadn’t had the springboard of his father’s wealth. And he brags about using bankruptcy as a tool to screw the public to further his personal fortune. This quote is on the same 2011 ABC news report on the bankruptcies:

I’ve used the laws of this country to pare debt. … We’ll have the company. We’ll throw it into a chapter. We’ll negotiate with the banks. We’ll make a fantastic deal. You know, it’s like on ‘The Apprentice.’ It’s not personal. It’s just business.

Two more very telling quotes from The Donald:

“If you can’t get rich dealing with politicians, there’s something wrong with you.

“I rented him a piece of land. He paid me more for one night than the land was worth for two years, and then I didn’t let him use the land. That’s what we should be doing. I don’t want to use the word ‘screwed’, but I screwed him.”–Donald Trump

Has he reformed? No. Just look at the recent flurry of news stories quoting everyone from the conservative National Review to the New York State Attorney General calling his Trump University “a scam.”

Results for search for "trump university scam" from Washington Post, CNN, Wikipedia, and National Review
Results for search for “trump university scam” from Washington Post, CNN, Wikipedia, and National Review

This is the continuation of a long history of unethical business dealings, as this story in US News and World Report notes.

As it happens, I’ve heard both Muhammad Ali and Donald Trump speak in person—Ali at an Aretha Franklin concert in Harlem, in 1971, and Trump delivering the keynote for a conference where I was also speaking, in 2004. Ali’s speech left me feeling empowered. Trump’s left me feeling I’d been slimed by an exhibitionist in a public place.

This bullying, thin-skinned, name-calling racist and sexist who brags about how he gets rich on the backs of others has no grasp of the issues, and apparently no ethics. He  doesn’t belong in the White House.

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In one day, I had two interactions with people reaching out on behalf of their employer that made me scratch my head.

I got telemarketed by a woman who claimed to have sent me some stuff I never received. She didn’t understand the simplest questions like “was it by postal or email?” (answer, repeated 3x: “Mail”) “What domain was it coming from?”

To top it off, the follow-up email, or what I believe was the follow-up email, came from a different domain and was signed by a different person, but it mentioned a conversation with their office.

And then there was the person who private-messaged me on Facebook about her social media marketing services. When I clicked the link, I was appalled at the sloppy grammar–NOT a way to get me to do business. When I told her that careful writing matters to me and that I wouldn’t be doing business, she started asking whether I would scout for her as an affiliate.

Who vets these people? If you have people representing your company, they should leave a GOOD impression with prospects. Yet over and over, I see businesses being harmed by the clueless, aggressive, unhelpful people they hire.

Gotta wonder.

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I’d hazard a guess that most US natives between the ages of 40-80 can still sing the jingle: “Candy-coated popcorn, peanuts and a prize. That’s what you get with Cracker Jack.” It was a big part of our childhoods, back in the days when three TV networks controlled the entire universe of video and national advertisers bought saturation advertising programs that aired the same commercial many times a day. Cracker Jack was immortalized in the song “Take Me Out to the Ballgame” in 1908, started bundling the prize way back in 1912, and began its national TV advertising in 1955.

The Cracker Jack box as it appeared during my 1960s childhood (courtesy of Wikipedia)
The Cracker Jack box as it appeared during my 1960s childhood (courtesy of Wikipedia)

It didn’t matter that the prize was something worth about 2 cents, something not even worthy of being called a tchochke. It was the thrill of the hunt, searching through all that icky sticky stuff to locate the prize—and the thrill of mystery, never knowing what, umm, “treasure” you’d find. Sometimes it would be something really cool, like a spy decoder ring. But like any other grab-bag item, sometimes it was truly worthless. I knew kids who bought CrackerJack just to get that prize.

At that time, the company was owned by Borden, whose Elsie the Cow was another advertising icon of the period. It’s now owned by Pepsico’s Frito-Lay division

Well, here’s some shocking news: Despite its wildly successful run of more than 100 years, the Cracker Jack toy is now an endangered species. As Bob Dylan sang during the Cracker Jack saturation TV period, “The times, they are a changing.” Cracker Jack is replacing the “tchochkette” (if I can coin a word that merges Yiddish and French) with a slip of paper bearing a QR code!

I’m sorry, but that is just not the same. From a branding point of view, I think it’s a huge error. Cracker Jack’s whole brand is built around nostalgia, Americana, baseball, and that unforgettable jingle. Sure, digital natives will redeem their QR codes and not think twice about it. But they won’t know what they’re missing. And those who can’t afford or choose not to use smartphones are left out entirely. Plus, their kids will never hear their parents scream at a bad driver, “Did you get your license in a Cracker Jack box?” A piece of American culture is disappearing.

In Cracker Jack’s earliest days, during a baseball corruption scandal known as the Chicago Black Sox scandal, a fan reportedly went up to the legendary Shoeless Joe Jackson and begged, “Say it ain’t so, Joe!” Maybe now, we need to say, “Get back on the track, Jack!”

 

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The 21016 US presidential race shows that branding repels as well as attracts.

Three of the five remaining candidates have very strong brands. Trump has the strongest, clearest brand: “it’s all about me; the issues don’t matter.” I found him repugnant 11 years ago when he keynoted a conference where I was speaking, and find him even more so today. What part of his brand that is not based in Donaldism is rooted in misogyny and racism. His cult of personality is far too reminiscent of dictators in other countries, other centuries. His cluelessness on the issues, tolerance of violence at his rallies and in his campaign leadership, and his blatant disregard for truth create a strong brand indeed—but it’s strong like the odor of raw sewage, a push-away. This is not who I want governing the country!

Next strongest is Sanders, who is all about integrity, consistency, and giving a leg up to those who’ve been squeezed out by the 1%. And who got my vote in the primary. While just as much an outsider, Sanders is the opposite of Trump. I think ultimately Sanders’ “we” will trump Trump’s “me.” Win or lose, he is out there to build a movement, and is universally respected for it.

Interestingly, both of these two have built brands on their outsider-ness. Not a good year for the mainstream candidates, even those who are the son/brother—or wife—of former presidents.

The third brand-builder is Clinton. She is very much a mainstream candidate and has built her brand around “isn’t it time for a smart, powerful woman to be in power?” Like Trump, she’s a “me” candidate, but with more appeal to constituencies that vote. Unfortunately for her, it’s been wrapped up in a package of entitlement, incompetence, lack of transparency, and settling for crumbs.

That Sanders has even been a contender, let alone actually won so many contests and nearly tied several others, shows some of the flaws in Clinton’s strategy. Without resorting to attack ads, he has successfully pointed out that she is a Janey-come-lately on issues ranging from LGBT rights to the TPP trade agreement, where he has been forthright and consistent for decades. He is the first serious contender in decades to raise a viable campaign budget from a broad base of millions of supporters. Meanwhile, she tells the American people to be satisfied with what they have, while he talks about redistributing wealth from the 1%.

There is certainly some part of the Clinton brand that is wildly successful. She is perceived as greater a friend to people of color, while even though Bernie grew up in ultra-diverse New York City and marched with Martin Luther King while she was working for Barry Goldwater, he is perceived as trapped in whiteness. And she has successfully outflanked him from the left on one issue: guns. But the perception is that she doesn’t see the big picture, doesn’t understand the shift in the culture, will be at least as obstructed by the other side as Obama, and expects people to vote for her just because she’s been waiting so long.

Of course, two other candidates still remain on the Republican side: Cruz and Kasich. Neither has really built a brand. What Cruz stands for—a hard-right agenda fueled by religious conservatism (and, seemingly, some personal unlikability)—is not widely known around the country. If he becomes the nominee, the Democrats will build his brand for him, warning of the apocalypse to come (as they’re already doing regarding Trump).

As a relatively personable moderate with a reasonable track record, Kasich would actually be the Republicans’ best hope if he had any marketing traction. Of the three remaining, he’s the only one who could get independents and centrist Democrats aboard. Fortunately for the Democrats, he doesn’t. The GOP clearly wants an extremist this year, and Kasich has won only his own state of Ohio.

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