Disclosure:
While this piece presents a sensemaking analysis of the political victories of US President-elect Donald Trump and Philippine Former President Rodrigo Duterte, we are disclosing that we did not vote for Former President Duterte in the past. Our analysis here does not serve as an endorsement of any political figure or ideology. Instead, it is focused on understanding the underlying dynamics that drive voter behavior and the ways in which political leaders, like marketers, can (truly) connect with their audiences on an emotional level. As with any analysis, the goal is not to support or criticize any particular leader, rather, to examine how certain strategies resonate with voters and, by extension, consumers.
There have been comparisons on the political strategies of the election machinery of President-elect Donald Trump in the United States, and, previously, of former President Rodrigo Duterte in the Philippines. Marketers (and political strategists) are well aware of the importance of understanding consumer (or voter) behavior or preferences, and finding the best way to communicate and connect with people on a level that translates to action such as sales or, in this case, votes.
Despite perceived and real flaws of imperfect leaders, the winning strategy consistently has been to tap on emotions and frustrations of many voters, especially those who felt they have been ignored or not taken care of by the government. By understanding and amplifying these emotions, which could be very specific and personal, they were able to craft messages that resonated with their supporters in a way that most traditional politicians could not. For example, former Philippine President Duterte took a hardline stance on eradicating corruption, crime and drugs, even stating that he will not hesitate to kill involved criminals. Other Philippine presidential candidates focused instead on discipline, governance and unity, with the promise of achieving progress and stability.
At the heart of strategizing lies the concept of sensemaking—the process by which people make sense of their world, especially when things feel uncertain or chaotic. In this context, voters were not just responding to policies or speeches, they were looking for ways to claim their place in a diverse and divided society. And marketers can learn a lot from how Trump and Duterte helped people navigate these complex feelings and make tradeoff decisions based on emotional and psychological drivers.
Sensemaking: Why Voters Choose the “Package Deal”
One of the clear takeaways from Trump’s and Duterte’s political victories is that voters do not always make decisions based on facts or logic alone. Often, they make tradeoff decisions, choosing a package of values, emotions, and promises that make sense to them within their broader worldview. In a world full of conflicting messages and options, this sensemaking process becomes critical.
When CNN asked, “Has Donald Trump changed America or revealed it?” – the question was not just about whether he created new divides—it was about whether he exposed the deep-seated divisions that already existed. Trump did not create the issues around economic inequality, cultural tensions, or political polarization, but his rise to power helped people see these tensions more clearly. Similarly, Duterte did not invent the frustrations of Filipinos, but he gave voice to them, allowing voters to make sense of their own anger and disappointment.
For marketers, this is a key lesson: consumers, like voters, do not always make decisions in a straightforward, logical way. Often, consumers have irrational tendencies, and emotions are not easy to decipher. How emotions are triggered depends on each person’s experience, and the meanings he or she places on the messaging are constructed differently. People then learn to navigate a world of tradeoffs to save on time and resources instead of trying to reach a “perfect” decision. In behavioral economics, the term is “satisficing,” or making decisions based on what is “good enough” – to make sense of conflicting desires and values that different candidates offer. Understanding this process can help brands craft messages that hit (or nudge) the dominant heart strings to help consumers make decisions faster and more efficiently.
People Want a “Package” They Can Relate To
When voters supported Trump or Duterte, they were not just supporting one issue or one policy, they were supporting a larger vision. A package deal “satisfices” or allows people not just to make tradeoffs but makes it easier to accept imperfections as long as the overall message aligns with their worldview.
For example, Trump’s slogan “Make America Great Again” was not about agreeing with every policy or speech he made. It was a promise that resonated with people who felt that he was the best candidate who could improve the economy. Duterte’s focus on “law and order” appealed to Filipinos who felt he was the best candidate to fight crime and corruption. These slogans framed a broader narrative about restoring what was perceived to be lost, giving voters a clear sense of what they were fighting for, who or what to blame—even if not everything about the leaders’ methods was ideal.
In marketing, this lesson is just as important. People are looking for brands that represent something bigger than just a product. They want to feel like the brand aligns with their identity, values, and emotions. Successful brands know how to package their messages in a way that speaks to these deeper desires, even if not every feature is perfect.
The Power of Emotional Appeals
Both Trump and Duterte knew that emotions drive people’s decisions more than cold, hard facts. Whether it was fear, anger, frustration, or hope, these leaders tapped into powerful emotional currents to connect with their base. Trump, with his “Make America Great Again” slogan, appealed to fears about cultural, economic and political decline, with threats from illegal immigrants, changing social norms, and globalism. On the other hand, Duterte’s use of profane language was consistent with his tough-talking persona that appealed to underdogs, and served to reinforce his promise to restore order in a country struggling with the drug trade and rampant crime. These emotional appeals did not just reflect people’s feelings—they amplified them, providing voters a simpler way to make sense of their anxieties and frustrations.
For marketers, emotions are a tool that can drive purchasing decisions more effectively than any product feature or technical specification. By understanding the emotional triggers that influence consumer behavior—such as fear of missing out, a desire for security, or a sense of pride—brands can craft messages accordingly.
Part 2 of 2 Parts
Keep It Simple and Relevant
Both Trump and Duterte knew the power of simplicity. Trump’s “Make America Great Again” and Duterte’s focus on “law and order” were clear, memorable, and easy to understand. In a world filled with noise, these straightforward messages stood out. They didn’t require deep thought or analysis—voters understood exactly what was being promised.
Marketers can learn a lot from this. Today’s consumers are bombarded with information, and their attention spans are shorter than ever. A simple, clear message is much more likely to get through than something complicated or unclear. Whether it is a tagline, a campaign, or a product feature, simplicity helps your audience quickly make sense of what you are offering and why it matters to them.
Control the Narrative
One of the most striking aspects of Trump’s and Duterte’s campaigns was their ability to control the narrative. Both leaders used social media to communicate directly with their followers, bypassing traditional media outlets and shaping how the public saw them. By speaking directly to their supporters, they could set the agenda, dominate the news cycle, reinforce, and even defend their messages on their own terms. (Note: Josiah Go decoded Duterte’s defense marketing communications in this article – https://josiahgo.com/defensive-marketing-communications-by-josiah-go/.)
In the marketing world, social media gives brands a similar opportunity to control the narrative. Platforms like Instagram, Facebook, X, and TikTok (in the Philippines) allow brands to connect directly with their audience, build trust, and shape the story that is being told about them. The 2024 US Elections has been dubbed as the first “podcast” elections with both Trump and (Kamala) Harris doing the interview rounds with popular channels with podcasters, who are not even into politics, instead of meeting with journalists. By creating content that speaks directly to your consumers, and target specific markets, you can avoid the noise of traditional media and create more intimate and personal connections with your audience.
Disruption as a Strategy for Change
Trump and Duterte were not just politicians, they were disruptors. They rejected the status quo and promised to shake up the system. For many voters, this was their biggest appeal. Voters did not just want more of the same—they wanted something radically different, even if it came with risks or uncertainties. By positioning themselves as outsiders from the current administration, both leaders offered voters a chance to disrupt a system that they both amplified had not been working.
Note that this is in contrast to the Philippine situation in cities and provinces, where the incumbent or the political family dynasties are well entrenched. This is possibly due to lack of alternatives, the economic power of the political family dynasty, plus the dynamics of poverty and corruption. It is possible to break dynasties though, as in the case of Pasig City Mayor Vico Sotto, who became a worthy alternative with his youth, promise of change and governance. He even won a second term for his consistent track record. In this case, Mayor Sotto was the disruptor.
For marketers, this is a powerful lesson. Disruption in the market—whether through innovative products, unique branding, or an entirely new customer experience—can be a game-changer. Consumers, like voters, are often looking for something different, something that challenges the status quo. Brands that position themselves as agents of change have the potential to attract attention and even build loyal followings.
Building Loyalty Through Consistency
Finally, one of the most enduring lessons from Trump’s and Duterte’s success is the importance of building a loyal base. Both leaders cultivated passionate supporters who believed in their larger vision. It was not just about agreeing with every detail—it was about aligning with a bigger idea and feeling part of a movement.
In marketing, building loyalty works the same way. It is not enough to simply acquire new customers—you need to keep them coming back. This requires a relevant, unique, and believable value proposition first, followed by the right, consistent messaging, high-quality experiences, and strong engagement with your audience-in that order. Just like political leaders, brands that create a sense of purpose and belonging will turn their customers into long-term advocates.
Still there must be caution in building loyalists with strong convictions. Political stances taken by opposing parties have translated to extreme divisions of cult-like proportions. Northwestern University psychology professor Eli Finkel used the term “othering” as a label for those with hatred and intolerance for the others who do not share a common view. These “others” are therefore beyond comprehension, unlikable and are seen as morally bankrupt. While there is power in establishing loyalty and movements, there is danger in labels that create discords. This understanding is especially critical in this age of AI where the algorithms can be very targeted.
Change vs. Revelation
Trump 2.0 is now a reality. His voters apparently saw him as a ‘package’, despite the controversies surrounding him. His loyal base, combined with his ability to mobilize disaffected voters, speaks to a deeper understanding of the social dynamics as well as social and political identities at play in the U.S. The key question for both America and the Philippines is whether these leaders are truly agents of change, or merely reflections of deep-seated societal divisions. Their political victories were not necessarily about creating something entirely new—they were about giving people another way to make sense of their existing frustrations, fears, and hopes.
In the Philippines, Duterte’s influence remains, even though he is no longer president. His brand of populism and strongman leadership left a lasting imprint on the country, and there are signs that his political legacy could continue through a proxy—whether it is his daughter, Vice President Sara Duterte, or another close ally. Much like Trump’s “America First” mantra, Duterte has become ingrained in the national psyche. His leadership exposed frustrations many Filipinos felt toward the political elite, and it remains to be seen whether his influence will persist through a proxy or a direct return to power.
For marketers, this insight is critical. Consumers do not always make decisions based on newness or innovation alone—they make decisions based on how your brand fits into their worldview and helps them make sense of the world. A notable Filipino marketing research expert who conducted a survey during a past election once shared that many Filipino voters felt voting was a useless exercise given that nothing ever changes (in their lives) anyway. Ultimately, whether in politics or business, the key to achieving success lies not just in creating change, but in understanding and responding to what your audience is already feeling.
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Josiah Go is the chairman, while Chiqui Escareal-Go is the CEO of Mansmith and Fielders Inc. Together, Josiah—recognized as the most awarded business educator in the Philippines—and Chiqui, a pioneering marketing anthropologist, are record-breaking, best-selling authors of several books on marketing and entrepreneurship. They can be contacted at info@mansmith.net
