What is an endorsement? Quite literally, endorsement means approval or sanction. So, in a political context, it means, basically, giving a particular candidate your blessing. But of course, then there is this year when each candidate represents something much greater than the policies he stands for. Through endorsement you are really subscribing to a brand, which then brands your brand for as long as other people remember you’ve formed that association. So, you best choose wisely.
The news cycle is a reality and a faux pas can only be front page news for so long, but this election will go down in history as one of dwelling, rumination, and might we even say obsession. Meaning, a bad decision on behalf of your own brand has the potential to raise its ugly head later defying any sort of news cycle “rules.” Now on this decision, from a branding perspective is it even really a choice unless you are, oh I don’t know, selling shotguns?