Power Shifts

Politics, and especially campaigns, are a choice.

And if you’re going to engage in politics, you must communicate what the choice is.

Every message should be framed through this lens.

And that lens needs to reveal the emotions that make the choice compelling.

Politics is about values.

Which means business is about values.

But let’s face it, values are scary.

If you lean into them too hard, or don’t execute properly, communicating your brand’s values can backfire.

Last week I used Bud Light as a case study for how this can go sideways quick.

But, as counter-intuitive as it seems, if your gut instinct is to shy away from values-based campaigns, you’re making a mistake.

When I got the news that Joe Biden was stepping out of the race, I was shocked, but not surprised.

We’ve seen this coming for weeks. It was only every a matter of time. And yet, when the moment hit, the gravity of it all sends shockwaves through the body.

This is politics. And in politics, a minute can feel like an hour, an hour can feel like a day, and a day can feel like a decade.

What does it mean for business?

The fear that public campaigning in regulatory affairs might do more harm than good is a common but misplaced concern. Here's why.

Sometimes, a business trips into a political crisis. Other times, it does so my choice.

Today's example is the latter. We're going to rewind the clock to May 2023.

Bud Light was on a 22-year run as America’s best-selling beer.

A month later, it was dethroned by Modelo Especial.

The sharp drop in sales didn’t happen incrementally over an extended period of years.

It happened in a matter of weeks.

Barcelona is experiencing an Airbnb backlash. And it serves as a reminder that every industry faces increased regulation.

Consider the trajectory of short-term leasing from Airbnb’s launch in 2008 to now. The pattern is familiar and applies to any industry:

• A new service emerges in a regulatory grey zone.

• Regulators scramble to respond.

• Initial heavy-handed regulations often miss the mark, misunderstanding public demand.

• Regulators face backlash, allow the industry to grow, then gradually tighten regulations.

• Over time, the regulatory landscape becomes more complex, restrictive, and expensive.

Christine provides insights into the Labour Party's victory and their focus on economic growth, infrastructure, and addressing the cost of living crisis. We also cover the government's fast-paced approach and the need for businesses to understand and adapt to the new government's priorities and language. We also caution against assuming that the current government will be the same as previous Labour governments.

Takeaways

Businesses need to understand electoral maps. Christine Quiqley tells us why that matters in the UK, and what it means for how Labour governs over the next 5 years.

“How can we go viral with our campaign?”

I cringe at that question.Obviously it comes from the right place — a desire to ensure your message gets broad reach so you can change public opinion or grow your cause.

But here’s the thing: in public affairs and regulatory campaigns, chasing virality is a seductive and misguided goal.

“Do I need to run a campaign?” I get this question a lot —usually when the organization has been in market with an advocacy effort already. I break down the difference, and offer a framework for assessing which makes the most sense for you.