Divided by Brand Positioning

Today’s Marketing Cookie is a reminder that while aligning your brand with strong personal views can create a deep connection with some, it also has the potential to alienate others.

When we help companies develop their brand tone and voice, it's all about finding that sweet spot where the brand’s principles resonate deeply with its customers and align with their audience’s core values and aspirations. This level of authenticity fosters a genuine connection, building trust and loyalty among customers who share those values.

Sticker Mule found itself at the center of a self-imposed storm of controversy recently. Immediately after an assassination attempt on Trump, the company’s CEO, Anthony Constantino, sent an email to every contact in their database with the subject line "Trump 2024." Constantino’s message said, “the hate for Trump and his supporters has gone too far” and continued, “Awesome people, all over the world, love Trump. Don’t limit your friendships, and diminish your happiness by indulging in political hate.” Along with expressing his personal support for Trump, Constantino mixed his political message with a sales pitch, saying, “Btw, this week, get 1 shirt for $4 (normally $19). I suggest buying one that shows you support Trump.”

The email and related posts on the company’s Instagram and other social media accounts sparked immediate backlash from some Sticker Mule customers. Angered by the unsolicited political message and the “condescending way it was delivered,” many customers voiced their displeasure and vowed never to purchase from the company again. Among the fallout, Sticker Mule has lost nearly 36,000 Instagram followers and has received a barrage of angry messages.

In response, Constantino has posted screenshots of some of the emails on social media, including the senders’ email addresses. This move was seen by many as an overstep, further inflaming the situation. Additionally, legal experts say that the company may have violated multiple federal and consumer protection laws by using customer data to fundraise for a political cause.

But the response hasn’t been all negative. While the CEO’s message has repelled thousands of customers who disagree with his personal political views and the way that he used his company to express them, Constantino’s message has also attracted support, praise, and new customers who agree with his sentiments. On LinkedIn, the CEO’s message attracted a mix of responses. One said, “Now I understand why your mascot is an ass. Bye bye donkey!”, which was immediately followed by another saying, “Great message. I love your products too.” Another individual said, “I submitted an application. I'd be proud to work for Sticker Mule.”

The CEO’s message forced customers to pick a side. In doing so, the brand has alienated both customers and employees who do not support Trump while attracting others who do. Americans for the Arts claim that 86% of artists and creatives are more often aligned with progressive values. The big question is, how many artists and creatives are in the Sticker Mule customer base? And do their political views reflect a similar ratio?

Only time will tell the long-term impact for Sticker Mule as it has shifted its brand positioning from a transactional business known for and focused on service, into a politically-focused organization engaged in conservative advocacy. Either way, the words in today’s fortune are being fully demonstrated by Sticker Mule when it says “You have an unusual magnetic personality. Just be aware of your polarity.”