The Battle for Time - Week of November 6

November 14, 2016 Ophelie Zalcmanis-Lai, Content Editor

"We're going to win so much -- win after win after win -- that you're going to be begging me: 'Please, Mr. President, let us lose once or twice. We can't stand it any more.' And I'm going to say: 'No way. We're going to keep winning. We're never going to lose. We're never, ever going to lose."

These are the words of President-elect Donald Trump.

On November 8th, the United States of America voted in their 45th president. On his campaign to “make America great again,” Trump made several promises. The Wall Street Journal published 76 of Trump’s promises. If you want shorter reading, Politifact has listed 10 key promises.

His claims, promises, statements and exclamations have been the source of controversy. From the wall to pulling out of NAFTA, his comments have not sat well with everyone.

As he prepares to take office in January, discussions are swirling as to what his presidency will look like.

Ultimately it’ll come down to a duel between Donald Trump, the businessman and TV personality, or Donald Trump, the President of the United States of America.

This is what captured our minutes this week.

Here’s why:

His campaign introduced a new and profound discussion about the influence of messaging on the masses. 

You’ve heard the old adage of “actions speak louder than words.” As a marketing agency, we’ve always encouraged brands to develop their beliefs but also to live and act by them.

Anyone can put a sentence together, but not everyone has the courage to come through on it with actions.

But what happens when this dynamic becomes about acting on some fundamentally divisive decisions?

Trump has very much promoted himself

For example: Trump has promised to ban all Muslims from entering the US. That is, he will temporarily prevent an entire religion’s believers - all 1.6 billion of them - from coming to the US. He later said it would include all those who are immigrating from a country where there is a “proven history of terrorism against the United States.”

What are the implications of this? Will he do it? Can he do it?

It doesn’t matter how you spin it, Trump has lumped together an entire group of people under a presumptive label and one that has people fearing for their safety in the country that is supposed to be their home.

Add in themes about morals and you’ve got yourself some pretty murky waters.

It’s these outlandish statements that voted Trump in. On one hand, if he doesn’t act on them, is that real authenticity? But on the other hand, if he does, the consequences are dire and may very much be against the seventh article of the American Bill of Rights.

It’s quite the conundrum, putting it lightly.

Furthermore, he will now be the voice of the @POTUS twitter account. This is what he’s been like on Twitter before:


How will that voice be now that he’s set to be the next leader of one of the most powerful countries in the world?

Just like a brand would tailor its content to a specific audience, The Donald is now faced with figuring out his tune at POTUS.

His comments won’t get by with a “tweets are my own” disclaimer anymore. They are literally the comments of an entire nation. He might be the person in power, but he is also a part of a much larger picture now.

People around the world watched this election in awe, especially Canadians. Whispers of “there’s no way he could win this” were all shut down last week, when, despite what he campaigned on, Donald Trump is now President-elect.

Bottom line: words are powerful. They wield the ability to make a huge impact, especially when coupled with real-life actions.

The key is figuring out the implications for those both on the delivering and receiving ends.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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The Battle for Time - Week of November 6.