A Presidential Campaign is Taking More Risks Than Your Brand

Political marketing has always been known for its carefully crafted messaging, with every bit of copy and content having gone through rigorous polling and testing. In comparison, brand marketing has always felt like a faster, fluid machine operating at the speed of culture. But amid 2024’s cultural climate, we see a significant role reversal. Brands are hesitant, paralyzed by the fear of doing or saying something wrong.

Meanwhile this cycle’s presidential campaigns are diving in head-first, posting with calculated risk and relevance, to the delight of constituents and social media managers everywhere.

What has brought about this dynamic, and what is to be learned from these bold tactics? Is the risk always worth the reward? Edelman’s rockstar panel of Gen Z creators, former presidential campaign staffer, and savvy brand leaders will answer these questions and more.