What the Women’s March Teaches About Branding

History was made on January 21, 2017.

On this day, millions of women all over the world including at least one million in Washington D.C. alone gathered for “The Women’s March on Washington” the day after President Trump’s inauguration. According to the Women’s March website, the overall goal of this march was to, “Send a bold message to our new government on their first day in office, and to the world that women’s rights are human rights.” Before dipping into the views on this march or how Donald Trump’s PR team handled this “crisis,” let’s look a little more into the background and information of this event.

The march was organized starting on November 9, 2016, the day after the election. Multiple women created Facebook events inviting their friends to march on Washington to protest Trump’s election and views. Thousands of women signed up for the march, and these organizers ended up merging their pages to create one major event, The Women’s March on Washington. From here, they needed leadership for the event of women from all different backgrounds.

“The four co-chairs are now Linda Sarsour (executive director of the Arab American Association of New York), Tamika D Mallory (political organizer and former executive director of the National Action Network), Carmen Perez (executive director of political action group The Gathering for Justice) and Bob Bland (a fashion designer who focuses on ethical manufacturing).” (Amber Jamieson, TheGuardian, 2016)

Now onto the controversial issues…

Whether it’s the media discussing the march, social platforms having thousands of people post their opinions, or just a group of roommates like mine at a university chatting about the event, everyone is talking about The Women’s March. Some call it a protest against Trump as president, others say it’s just a movement for women’s rights along with many other issues (such as LGBTQ, immigration, workers’ rights, etc). There are those who say they will never be silent as long as Trump is president while other say we need to support him for the next four years regardless of our views because he is the leader of  our country (if you need to fact check these thoughts, just look at online news articles or open up Facebook).

Regardless of your political view, this march unified many-yet also divided quite a few others on whether they supported this type of event. As a brand itself, this was extremely successful and exceeded expectation of the founders/leaders. If their goal was to make a statement, they definitely accomplished it. Yes, there has been negativity surrounding it from those who aren’t in support of a protest like this, but overall a huge impact from made (it’s basically a historical event after all now).

This event also is keeping its movement and BRAND alive by continuing through a new initiative: 10 Actions/100 Days. On the PR side, extremely brilliant. The leaders from the march are using the momentum of it to continue forward with this new campaign to [according to the website] “take action on an issue we all care about.” For more information on this, click here.

Trump responded on his personal Twitter first with a response many would expect from him…a little sass and opinion included:


However, he then proceeded to tweet this out:


In my personal opinion, if Trump is trying to change the stigma around his brand name as the new president, this is a great tweet to start that journey. There’s not much more he can do at this point except prove to everyone that he can be a better leader than expected. I look forward to analyzing what his PR team does within this next year specifically and if they will continue to “re-brand” him…or if it will be like the BP Oil Spill crisis, where a situation(s) happens that a brand just isn’t able to ever recover from.

To check out the Women’s March website, click here.

To check out the Women’s March Facebook, click here.

To Check out the Women’s March Twitter, click here.


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