Examples given include Jim Beam whiskey, Papa John's pizza, and Keurig coffee. And a key quote from an observer of this phenomenon:
"What I think is constantly surprising is how polarized and divisive, certainly, the U.S. has become,” said Ken Kraemer, the chief executive of the agency Deep Focus. Brands are shifting from a world where they avoided politics at all costs, he said, to one where younger consumers want to know that their “values are aligned.”I can imagine a future in which companies will have a Janus-like approach to the market with two seemingly different brands, logos, ad campaigns, and spokesfolk. One brand aligned to progressive values and the other brand to conservative beliefs. I'd judge they will try to disguise the blatant pandering inherent in such an approach, though I'm uncertain how they'd do that.
