Skittles, you’re not alone.
Over the course of his presidential campaign, Donald Trump hasn’t just made a mess of his own brand but brought down others as well.
Here’s how the Trump brand has affected other brands and personalities, courtesy of data from Brandwatch. It’s interesting to note that it’s all negative, bar Skittles, whose non-committal, and yet perfectly worded statement pushing back against being used as a metaphor for refugees, has brought the candy nothing by positive sentiment.
According to data pulled by Brandwatch, the brand or personality most mentioned alongside Donald Trump is Billy Bush, the NBC host who was caught on a hot mic talking to Trump as the candidate bragged about assaulting women. He has since been fired and is expected to get a $10 million severance. Billy Bush has been mentioned 153,000 times since July 1.
“When it comes to sentiment within categorized mentions of each brand, it becomes clear that you don’t want to be mentioned alongside Donald Trump,” said Kellan Terry, analyst at Brandwatch. About 74.2 percent of the mentions were negative. According to 30DB, which pulled data for Digiday, there has been a large fall from grace for Bush in the past two weeks. That positive spike is reaction to his suggestion that he may donate his severance to women’s charities.
Trump’s daughter Ivanka has been one of the more visible family members during his campaign. She has stumped at campaign events and been, in some ways, the female voice, assuring voters that her father does not serially assault women. Her own clothing brand, Ivanka Trump, has positioned itself for years as a women’s empowerment brand. After the tapes were leaked, she was criticized online for promoting a forthcoming book for young working women. In some ways, Ivanka Trump, who worked with her father on his maternity policies, was the campaign’s best hope for the “women’s vote.” Now her line of women’s clothing is at stake — it reportedly did $100 million in sales last year — as are her licensing arrangements with Marc Fisher footwear, handbag company Mondani and B. Robinson eyewear brand.
The candy everyone forgot about was somewhat thrust into the limelight after Trump mentioned the brand in conjunction with forcing himself on women. He uses Tic Tacs, he said, “just in case” he wants to start kissing a woman without her consent. Tic Tac, and parent company Ferrero, scolded the Republican nominee. “Tic Tac respects all women. We find the recent statements and behavior completely inappropriate and unacceptable,” the candy company said in a statement.
Despite that, there were a lot of negative statements about Trump and Tic Tac. While the candy itself wasn’t implicated, it was certainly part of a conversation it didn’t wish to be in. Brandwatch found 26,000 mentions of Tic Tac alongside Donald Trump, with 71 percent of them negative.
The Miss Universe competition was first pulled into the election after Hillary Clinton attacked Trump for the way he spoke about Alicia Machado, a former Miss Universe contestant whom he had called “Miss Piggy,” after she put on weight, and “Miss Housekeeping,” supposedly in reference to her Hispanic heritage. Trump no longer owns the pageant, having sold it to WME/IMG in 2015. But his past and present attitudes to women, which have become central to the campaign, are also pulling the pageant into the muck. A growing number of former beauty queens have come forward to talk about his inappropriate behavior, shining a new light on a general culture of misogyny at pageants. “Miss Universe” has been mentioned 93,000 times alongside Trump, half the time negatively.
The Apprentice/Mark Burnett
The role that first made Trump a true household name was as host of his reality TV show “The Apprentice,” which he has used time and again as proof that he knows how to do business. But after the Bush tape leaked, people started wondering about what might have gone on behind the scenes on the show, and what sort of hot mic footage the show is sitting on. Producer Mark Burnett has reportedly warned staff who may release tapes that would show anything damaging for Trump. Brandwatch reports that the show has received 43,000 mentions alongside “Trump,” with 73 percent negative.
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."