“Everything feels broken in the lives of ordinary Canadians.” It has become Conservative Leader Pierre Poilievre’s mantra. He won the leadership of his party by promising to make Canada the freest nation on earth. Now he’s running to form the next government by promising to fix what he and his followers feel is broken.
Strong brands focus on and consistently reinforce a message that taps into the hopes, dreams and aspirations of their target market. They insert themselves in the conversation of the moment by aligning their narrative with the zeitgeist. But capturing hearts and minds can’t always be about sunshine, rainbows and lollipops — some are competing with the leading brand, or they’re in the opposition. So they tap into a different set of feelings: fear, anger and frustration.
