hi everybody the election season in the United States is heating up the new era is here it is go [Music] time Donald Trump was grazed by a bullet fired from the rooftop he's the only one that can fix the mess we're in we will make America great again this campaign is about who we fight for [Music] we believe in the promise of America and we're ready to fight for it this country is not ready for a Marxist president there are some people who think we should be a country of chaos Camala you're fired get out
of here I will proudly put my record against his any day of the week and since it is the election of the most powerful country in the world every single country on earth is biting its nails to see who will go on to to become the president of the United States of America now if we keep politics aside I consider Donald Trump to be the most incredible case study of marketing because if you look at Donald Trump versus Hillary Clinton clash in 2016 Hillary was easily the most powerful and winw worthy candidate in the United
States of America and Trump was practically a disaster on paper why look at these report cards Hillary Clinton had been in public service for 43 years she was the first lady of the United States for 8 years from from 1993 to 2001 and this is when Bill Clinton was President of us she was also elected as US senator from New York and served two terms from 2000 to 2009 and most importantly Hillary Clinton served as the Secretary of State under President Barack Obama from 2009 to 2013 and in this tenure she was responsible for the
most important projects in the country like US foreign policy handling of major crisis like the Arab Spring voicing the women's rights issue at the global stage and she even oversaw the killing of Osama bin ladin but if you look at Trump trump had nothing close to Hillary's achievements he had zero experience in public office zero experience in foreign policy and zero experience in government service while Hillary worked very hard to serve the people of America Trump ran a reality show called apprentice and had nothing to do with Public Service while Hillary was known to be
a hardworking Patriot Trump was known for his luxury hotels and casinos just like Vijay Malia in India while Hillary was known to be a seasoned Diplomat Donald Trump was known for his controversial and Brass statements all across the world liar rapist is she Indian or is she black it's very simple that you're a nasty person you called women you don't like fat pigs dogs take a look at her she's a slob slobs and disgusting animals like you wouldn't have your job if you weren't beautiful well we have some of the dumbest leaders in the world
have you heard her laugh that is the laugh of a crazy person if Hillary Clinton were a man I don't think she'd get 5% of the vote and on top of that he also had 34 criminal cases against him and in addition to all of this Hillary also had two more superpowers in her favor Barack Obama himself publicly endorsed Hillary Clinton and more importantly Hillary also had the support of the American Media whereas Donald Trump he was merely a laughing stalk for the American Media and if you don't believe me look at this this is
how the media spoke about Hillary nobody answer side of incumbent presidents and not even some of them has in all the years since enjoyed such a commanding position going into a presidential cycle as Hillary Clinton she's back Hillary Clinton returning to the spotlight for the first time since she left the state department the Republicans are already worrying about Hillary and we have news today that maybe they should be there will never be anybody more prepared Secretary of State 8 years in the White House than this woman she will be our next president and this is
how the media spoke about Donald Trump Donald Trump does not have the the character nor does he have the temperament to be the commander-in-chief remember that guy who used to host The Apprentice I dreamed we elected him president do we want some with that kind of character that kind of careless language to be negotiating with Putin the election is being rigged by corrupt media pushing false allegations and outright lies in an effort to elect Hillary Clinton president this is the reason why Donald Trump is one of the greatest marketing case studies to be studied because
in spite of all the odds against him the entire world was shocked to see that Donald Trump still went out to become the president of the United States of America and even now 8 years later Donald Trump is up against kamla Harris who has been the Attorney General of California a US senator and now a vice president and he is still deploying the exact same tactics to win the 2020 before elections to hold the most powerful position in the world so in this episode today we are going to decode this entire blueprint of the classic
marketing case stud of Donald Trump and help you understand without an experience in politics without the media support and with no credibility to stand as president how on Earth did Donald Trump beat Hillary Clinton who had every attribute to win what were his marketing and election strategies that put a dent in the political system of America how is he using the same tactics now in 2024 and most importantly what are the marketing lessons that we need to learn from the genius marketing strategies of Donald Trump before we move on let me introduce you to our
education partners of today's episode and that is ODU people Odo is an all-in-one business management software that provides a range of applications to simplify your day-to-day business management they offer a set of more than 45 easy to use applications that form a versatile toolbox for all your business requirements the beauty is that as you grow your business your needs change and Odo grows with you which lets you easily add more applications ODU unifies all your essential business tools like CRM sales invoicing accounting project management and more into one powerful integrated platform odu's centralized business management
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ODU [Music] now this is a story that dates back to 2011 when Trump gave a speech questioning the citizenship of President Barack Obama and he demanded to see Barack Obama's birth certificate Trump has been getting lots of attention and rising in the polls by questioning whether President Obama was born in Hawaii I got him to do something that nobody else could get him to do and I've been given great credit for you rais this issue of his credibility that if he has it he should release it absolutely uh there are some people who question yours
and this cost so much Ruckers in the American Media that President Obama was forced to present his birth certificate publicly but you know what guys President Obama did not sit quietly he waited for the most prestigious dinner event in America called the White House correspondence dinner for those who don't know this is an event where the president of the United States host the biggest journalists politicians celebrities and business tycoons who all come together for a night of light-hearted humor and Sati and this event is broadcasted all across America and guess what Barack Obama roasted Donald
Trump in front of the entire White House correspondence dinner and this turned Donald Trump into a laughing stalk in the American Media no one is happier no one is prouder to put this birth certificate matter to rest than the Donald and that's because he can finally get back to f focusing on the issues that matter like did we fake the [Music] moonlanding say what you will about uh Mr Trump he certainly would bring some change to the White House Donald Trump has been saying that he will run for president as a republican which is surprising
since I just assumed he was running as a joke it was clear that Donald Trump was not happy he bolted for the exits before the other people could leave the uh the Washington Hilton now just to help you understand the gravity of the situation imagine this guys you are a respected billionaire and you are present in a room full of the most powerful and the most respected people in America and while you are sitting in the audience the president of the United States himself insults you and everybody is laughing at you my question is how
would you feel terrible right well guess what this is exactly what catalyzed Donald Trump to become the president of the United States of America we have to stop up doing things for some people but for this country it's destroying our country now our country needs our country needs a truly great leader and we need a truly great leader now so ladies and gentlemen I am officially running for president of the United States and we are going to make our country great [Applause] again he had already tried to run for president twice but this time Donald
Trump was put on beast mode and he said I am going to become the president of the United States of America by hook or Kook and this is when like I said he went against the most deserving candidate in America who was Hillary Clinton today the party of Lincoln has become the party of Trump trump actually says he would do a much better job for women than I would now that's a general election debate that's going to be a lot of fun I don't know Putin he said nice things about me if we got along
well that would be good well that's because he'd rather have a puppet as president Donald thinks belittling women makes him bigger he goes after their dignity their self-worth so the question is how on Earth did Donald Trump win well this is where ladies and gentlemen Donald Trump deployed the sap strategy which stands for sentiment analysis amplification and promise of a proposition so let's try to understand the strategy in the context of the American elections let's start with sentiment analysis this is a phase where a candidate identifies the sentiment of the audience to design their election
campaign in case of America Donald Trump identified three important sentiments the first sentiment was the Reckless pending of the government in the Afghan war to tell you about it back in 2016 while America had wasted billions of dollars into controlling Afghanistan millions of Americans were struggling with homelessness and poverty in total the United States spent 2313 trillion in Afghanistan while millions of Americans were struggling in poverty in the United States in America almost 40 million people are living in poverty the number of Americans living without homes in shelters or on the streets continues to rise
at an alarming rate more than half a million Americans are homeless On Any Given night millions of American households they are struggling to get enough food but clearly we as a country are not doing enough now you tell me guys if India spends 1,000 crores in Sri Lanka while millions of people are dying here in India how would you feel well that is exactly how the people of the United States felt about the government spending in Afghanistan the second sentiment he identified was the failure and frustration of Obamacare for those who don't know Obamacare was
an insurance policy to make Insurance accessible to All American citizens but in reality it backfired to an extent where the cost of insurance premiums more than doubled between 2013 and 2018 it went from $244 to $550 per month and in some cases the Americans even saw their insurance premium triple and this again made the lives of the Americans absolutely miserable Obamacare is a complete and total disaster they can say what they want they can guide you any way they want to guide you in some cases they guide you incorrectly in most cases you realize what's
happened it's imploding we're winning the lawsuit to terminate Obamacare in Texas we are winning the Texas lawsuit now the pecularity of the situation is that even though the Americans were absolutely enraged only Donald Trump could speak and Bash the government whereas Hillary couldn't touch upon these issues at all why because Hillary herself was in the government while these policies were implemented and she couldn't go against Barack Obama's policies so Donald Trump had a big big advantage over here and lastly America was facing a drug and unemployment problem the scourge of drug addiction continues to claim
too many lives in the United States the only way to solve the drug problem is through toughness when you catch a drug dealer you got to you got to put him away for a long time unemployment is 13 to 15 maybe even 16 or 17% because so many people have given up looking for jobs if this is very very clear to you let's move on to the next segment people if you look at this chart you will see what exactly were the Americans feeling 80% of the Americans thought that Outsourcing of jobs to China and
Asia was hurting their job prospects and financial well-being 77% thought that foreign M products hurt American workers and lastly they also believed that the growing number of immigrants was hurting America similarly if you look at this table it shows the percentage of registered voters stating what is very important to their vote and this table shows the most important issues that American voters cared about and these issues were around economy terrorism foreign policy and Healthcare so you know what Donald Trump literally delivered controversial statements to get rid of immigrants in America and that caused a ripple
effect with the white American population they're coming in illegally drugs are pouring in through the Border we have no country if we have no border I want to build the wall we need the wall the water Patrol ice they all want the wall nearly 180,000 illegal immigrants with criminal records ordered deported from our country are tonight roaming free to threaten peaceful citizens secondly Donald Trump identified the local sentiment with respect to each state so just like in India we have National issues and state issues even in America there are National issues and there are state
issues in India economy and unemployment remain National issues whereas if you look at State specific problems in Kerala youngsters are struggling to find jobs in monipur people are facing a security concern and in Bihar the state is trailing behind in education so just like this even in the United States Trump very specifically identified and targeted a specific issue in each state which resonated with the people of that particular State firstly if you look at these Midwestern states like Michigan Pennsylvania Wisconsin and Ohio the focus was only in job employment and bashing of Outsourcing in the
southern states like Florida North Carolina and Georgia the campaign was all about immigrants gun rights and religious freedom for States like Arizona Nevada and Texas which was near the Mexican border Trump aggressively spoke against immigration and border security this is how Trump identified the sentiment of the American people both at the national level and at the state level and designed his campaigns accordingly this was the first phase of Trump's marketing strategy which was to identify the most powerful sentiments to build his election campaign now the question over here is if Trump could identify these sentiments
even Hillary Clinton could have identified these sentiments right then the question is what exactly did Trump do special well here's why ladies and gentlemen the second pillar of the sap framework comes in which is amplification and in this phase a political candidate Taps on the sentiment of the people using all of his marketing instruments and this includes everything from speeches to tweets to press releases to even their slogan and here's where Trump deployed a marketing strategy which we call The Outsider Siege strategy this is a strategy that was deployed by the most powerful people on
the planet like Adolf Hitler Julia Caesar and even Napoleon bonapart so the question over here is how does this strategy work well this strategy has three steps Define what you stand by Define your enemy as this big castle of power that is troubling the common people and then present yourself as an outsider a commoner who's trying to stomm the gates of power for the welfare of the common people so if you look at Hitler Hitler positioned himself and the Nazi party as the saviors of Germany to restore the nation's former glory after the devastating effects
of World War I secondly he defined his enemy as the corrupt and weak German government the Treaty of versales which forced Germany to pay for war and crippled Germany into poverty and lastly he presented himself and the Nazis as The Outsiders were willing to overthrow the government The Outsiders who had the courage to reject the treaty of World War I and most importantly he also presented himself and the Nazi party as the saviors who had the courage to stand against the Jews and by doing so Hitler told the German people that they were restoring the
Lost Glory of Old Germany and if you look at Donald Trump even his strategies were very very similar firstly Donald Trump positioned himself as the savior of America who wanted to make America great again secondly he presented himself as the champion of the Forgotten American workers and the struggling American citizens and thirdly he defined his enemy as the entrenched political establishments in both the Democrats as well as the Republicans whom he labeled as a part of a corrupt and ineffective system Yes you heard that right Donald Trump literally bashed the people of his own party
by calling them corrupt and ineffective look at this Mitch McConnell should have challenged that election because even back then we had plenty of material to challenge that election but Mitch Connell didn't have the courage to challenge the election he's only a leader because he raises a lot of money and he gives it to Senators that's the only thing he's got that's his only form of leadership he should have challenged the election and here's where he also started blaming the immigrants for spoiling the American culture for ruining the economy of America so if you see he
was not just attacking Hillary he attacked the enemy which was the entire political system of America and the immigrants from Mexico and lastly he presented himself as the ultimate Outsider a businessman a non-politician who had the courage to take on the entire corrupt establishment of the United States of America so by doing so he told the American people that he was the only one capable of restoring the Lost greatness of the United States of America just like Hitler promised to restore the Lost Glory of Old Germany and this is the reason why ladies and gentlemen
Donald Trump's marketing campaign slogan was make America great again we will make America strong again we will make America proud again we will make America safe again and we will make America great again now at the same time if you look at Hillary Clinton's campaign it was the complete opposite of Donald Trump it was not about a Rebellion but a soft happy campaign about inclusivity and saying that oh you know what let's all sit together and live together and be happy together we're going to have an election that is truly going to be about fundamental
rights marriage equality taking on the continuing discrimination against the LGBT community some have suggested that gay rights and human rights are separate and distinct but in fact they are one and the same and this is the reason why Hillary Clinton never really got hold of those dieh hard fans who could stom the gates just to make her president so if you see while Donald Trump opted for a highrisk high reward strategy Hillary was more of low risk and low reward and lastly Trump also amplifies his message with his extraordinary communication skills and again it is
very very similar to that of Hitler so let's understand this better firstly if you see Trump uses very controversial sentences which by default results into breaking news so while a normal candidate might say oh dear people of America we see an increasing immigrant population tion which is hindering with our economy this is how a normal candidate speaks and this is how Donald Trump says the exact same thing they're bringing drugs they're bringing crime they're rapists now you tell me guys if you were a reporter what would make a great story a diplomatic statement about improving
border security or a statement calling the Mexicans as rapists and druggies obviously option two right well that is why ladies and gentlemen Donald Trump got an insane media boost by All American Media outlets and one study even stated that Donald Trump got as much as $1.9 billion do worth of free media publicity and as of 2016 this was so so high that while Bush got $214 Million worth of earned media Clinton got $746 Million worth of earned media whereas Trump alone got more free media coverage than all others in this table combined which was almost
worthy of $1.9 billion and here's where Trump actually achieves a virtuous media CLE so when Trump says something spicy he gets covered by the American Media so his message gets heard by a lot of people this gets him both loyal audience and haters so when he has haters and lovers both there is always a debate around his statements both in social media as well as on TV and this again makes him a sensation so again whenever he says something the media houses cover it because they know that people will watch it and they will talk
about it this is how Trump was consistently able to get eyeballs through media IND and he became a sensation in the United States of America which kind of overshadowed Hillary Clinton's campaign but you know what guys this is just one major part of Donald Trump's strategy which is about what he says but there is also something very very special about how he says it let me show you this with an example and it will blow your mind here's statement number one by a politician there were 4 million unauthorized immigrants from Mexico living in the US
in 2022 and Mexico accounted for 37% of Nations unauthorized immigrants and this is a serious concern for America and let me help you understand this with the exact same example that we took before they're bringing drugs they're bringing crime they're rapists this is a normal candidate versus Donald Trump speaking about the exact same thing now you tell me guys which statement are you more impacted by obviously the second one right but do you realize statement number one actually had a stat it had logic and it was not radical statement number two is a plain statement
with no stat and no data and there is a very high possibility that if a politician puts out something like this is more of an allegation than a fact so logically speaking statement number one should appeal to the people right then the question is why do people connect with statement number two well the answer to this has actually been explained by a Noel laurate called Daniel kiman who wrote this book called thinking fast and slow in this book Daniel talks about how our brain has two parts the monkey brain or the Olympic brain and the
scientist brain or the neocortex the monkey brain is the emotional brain that jumps to conclusion very very quickly whereas the scientist brain actually handles logical thinking and problem solving and most people when trying to convince others they use facts and logic which does make sense but the problem is that it appeals to the scientist brain and why is this a problem because the catch over here is that most decisions that we make are actually driven by the emotional monkey brain and not the logical brain and here's where Donald Trump comes in he Taps into the
emotions of people by saying things that trigger a strong feeling and this helps him connect with the people very very quickly so even even though there may not be any logic to what he's saying people will still believe and trust him because their monkey brain is flattered so in simple words you can command the trust of the audience simply by appealing to the lyic brain with emotion and simple language and the most mindblowing thing about Donald Trump is that his language is so simple so simple that even a fourth grade student will understand what he
is saying and look here's a sample of how he speaks as compared to others and what I want you to notice are the strong words that he uses that trigger emotions and yet he keeps it extremely simple have a look I'm telling you I used to use the word incompetent now I just call him stupid I went to an Ivy League school I know words I have the best words but there's no better word than stupid right I will rebuild our military it will be so powerful and so great that we'll never have to use
it nobody's going to mess with us folks nobody nobody if you're talking about $18 trillion economy you're talking about a 15% tax on your gross domestic product this is how ladies and gentlemen Donald Trump deployed the second step of the strategy which was amplification of the problems and laying an outsider Siege into the corrupt and weak government of America and here's where his last and the simplest step comes in which is a promise of a proposition in this step after a candidate has defined an enemy after he amplifies his message of a Siege into a
broken system he promises people a proposition which brings hope for a better tomorrow in this case what did Donald Trump promise Donald Trump promised to build a wall along the US Mexico border to prevent illegal immigration he pledged to bring jobs back to America and also promised to go against China and thirdly in response to a terror attack in December 2015 by a radicalized Muslim couple Donald Trump responded to the public sentiment and proposed a total shutdown of Muslims entering the United States of America this is how by identifying the sentiment of the Audience by
presenting the existing political system as a corrupt and weak establishment by instigating the people to lay Siege to the political system of America and lastly by making the most controversial and hard-hitting Promises to the people of America Trump positioned himself as the Savior to make America great again and the result it got him Die Hard fans it gave him the license to take harsh decisions and most importantly it made him the president of the United States of America and now he's doing the exact same thing just like the Obama Administration back then now he's presenting
Biden's ad Administration as the enemy just like the Mexicans back then now Trump wants to deport Hamas radicals and Mexicans both out of the United States and just like last time even now he wants to make America a manufacturing superpower without depending on China in fact he's already promised to stop Ford from investing $2.5 billion in Mexican engine plants and is pushing them to spend in America and just like the afan war now Trump is going against the us spending into the Russian war which he says America has nothing to do with and to be
honest he is right and lastly Trump as usual is in the media for his controversial statements whereas kamla Harris has her PR guns firing too late to build a brand around her Persona this is the Epic election strategy of Donald John Trump and this brings us to the last part of the episode and that are the lessons of marketing that we need to learn from the rise and Rise of Donald Trump lesson number one if you understand the sentiment of your audience well nobody can stop you from connecting with them in this case say even
though the media was against Donald Trump his speeches and communication strategies always hit the right card with the audience to nullify the impact of American Media lesson number two anything that is significant in this world will always lead to bipolarity whether that is Putin Modi or Trump when you make bold statements it's a double-edged sword if it resonates with your audience it will catapult your brand if it doesn't it will kill your brand but if you never take a stand and be politically correct it's a sure short way to become insignificant so be B hold
and say the truth even if it is brutal because it really helps in the business context the best example of a brand gaining from controversy is Nike and you can read about it from the link in the description because I'm attaching a case study for the same and lastly once a great man said language is a powerful tool use it to convince people and not to confuse them in this case while other candidates and Hillary herself put out stats and terms that were too complex Trump used a fourth grade vocabulary to win the seat of
the most powerful ful chair in the world and that ladies and gentlemen is the power of a simple language this is what we could understand about the blueprint of Donald Trump's election strategy and I just hope you learned something valuable from this case study that's all from my side for today guys if you learn something valuable please make sure to the like button in order to make YouTube happy and for more such insightful business and political case studies please subscribe to our Channel thank you so much for watching I will see you in the next
one bye-bye [Music] n [Music]
