Interpreting lessons for brands from Kamala Harris’ campaign

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Interpreting lessons for brands from Kamala Harris' campaign

Kamala Harris’ failed presidential bid offers brands some hard-hitting lessons about relevance, messaging, and understanding what truly matters to your audience. From the massive spend on the campaign to the unexpected ultimate defeat, there are clear takeaways that brands should pay attention to. Here are the key lessons.

Impact Matters When It Aligns with Customer Concerns

Harris’ campaign spent a whopping $1 billion, yet ended up with around $20 million in debt. So how did they fail despite the massive spend? The short answer: they created noise, not substance. While the campaign generated visibility, it missed addressing the real concerns of voters—particularly issues that really mattered to voters, such as the economic struggles due to inflation.

It’s similar to the “India Shining” campaign under Atal Bihari Vajpayee, which fell flat because it ignored the everyday struggles of the common man, painting a picture of India shining when it wasn’t so on the ground. Brands, too, often focus on flashy campaigns that grab attention but fail to connect with what their customers truly care about. Take the example of the Tata Nano—marketed as the “cheapest car,” it missed the mark by not offering true value for money. Consumers want quality and value, not just low price.

Even Kodak, once the king of photography, ignored the digital shift and stuck to its old model of photo film sales and photo labs ecosystem, leading to its eventual downfall. The lesson: make sure your message addresses your customers’ real needs and concerns. Otherwise, all the visibility in the world won’t matter.

Social Media Isn't Just About Metrics

The Harris campaign heavily invested in social media, trying to engage Gen Z, but failed to convert the attention into votes. Sure, 53% of young people saw a meme about her, and 34% had a positive reaction—but this didn’t translate into solid support. At the end of the day, young voters were more concerned about real issues like rent and school fees, not meme-worthy moments.

Brands face the same trap today. It’s easy to get lost in vanity metrics—likes, clicks, and shares—without stopping to ask if your message is truly resonating. A campaign might get buzz, but if it’s not aligned with your audience’s needs, it will lose momentum quickly.

The real takeaway? It’s not enough to chase numbers. Brands need to ensure they’re speaking to their customers about things that matter to them. Relevance is earned by solving real problems, not by riding the latest trend.

Be Genuine and Consistent in Your Messaging

Harris’ campaign sent mixed signals with contradictory messaging aimed at different voter groups. For example, ads in Pennsylvania appealed to Jewish voters with a strong stance on Israel, while those in Michigan targeted Arab Americans with a message of solidarity for Gaza. This messaging inconsistency confused voters and ended up alienating potential supporters.

Brands face a similar challenge: tailoring messages to various segments is fine, but inconsistency can erode trust. Take Marks & Spencer in India—initially seen as a premium British brand, it struggled because its products didn’t align with local expectations. Once the brand shifted to local sourcing and realigned its pricing strategy, it was able to connect better with consumers.

For brands, it’s crucial to be consistent and authentic in messaging, ensuring that the core promise aligns with customer expectations. Mixing contradictory messages may work short-term, but over time, it dilutes brand credibility.

Relevance Isn’t Built by Following Trends

Harris’ campaign, like many brands, fell into the trap of chasing social media trends and metrics instead of staying true to its core message. This is a dangerous path. Brands often rush to jump on viral trends or adjust their message based on real-time feedback, thinking they’re being “agile.” But when you lose sight of the bigger picture, this can backfire.

True relevance comes from understanding what your audience genuinely cares about, not from constantly reacting to the latest noise. Whether you’re in politics or business, it’s essential to check if your core offering still meets your audience’s evolving needs. It’s better to evolve thoughtfully than to chase every trend that comes along.

Revisit What You Stand For

Whether you’re running a campaign or a business, now is the time to reflect deeply on what you stand for. The Harris campaign, despite its extensive spending and visibility, failed to connect on a meaningful level with voters. Brands, too, need to ask hard questions: Is your offering still relevant? Does your messaging truly resonate with your audience?

The greatest transformations happen not when we’re sure of ourselves, but when we’re willing to examine our assumptions and make the tough calls. Brands that can adapt by being true to their values and staying aligned with what matters to their customers will not only survive—they’ll thrive.

Conclusion

Kamala Harris’ campaign serves as a powerful reminder for brands to stay grounded in customer needs, be authentic in their messaging, and avoid getting distracted by surface-level metrics or trends. In every setback, there’s an opportunity to become more relevant, resilient, and connected to your audience. So, take the time to reassess, realign, and build something that truly matters.

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