We thought Trump was finished. What else are marketers missing? [Video]

Marketers are supposed to understand their audience. Does the US election prove that there’s more distance than we’re comfortable admitting? Defiant’s Will Poskett explores.

As the world wakes up to the reality of another Donald J. Trump presidency, I wanted to investigate why this news surprised so many, particularly marketers. We are, after all, supposed to be in touch with the consumer. Clearly not.

This is a genuine attempt to reflect on what just happened and how we might leverage brands to respond. Or perhaps it’s just a coping mechanism and my attempt to make sense of all of this.

How did we get it so very wrong? And how can we put it right?