NEW YORK, Oct. 31, 2016 /PRNewswire/ -- Supporters of presidential candidates Donald Trump and Hillary Clinton unanimously endorsed 3 statements about what makes America endure, according to findings from a recent focus group workshop led by branding agency Carbone Smolan Agency (CSA). Consensus was reached among a group of 12 – 6 Trump supporters, 6 Clinton supporters – over the course of several interactive exercises and 4 hours.
The technique to reach unanimity is based on a proprietary workshop model used with CSA clients to uncover core values of a corporate brand. Enduring brands are brands that see change as opportunity, who deliberately and continually self-improve around big, audacious goals. An enduring brand is defined through five key attributes: Adaptive, Focused, Self-Aware, Distinctive and Principled. The statements the group agreed on as to why America endures include: "America endures because we find out who we are in a crisis"; "because you have to focus, it's a survival instinct"; and "because even though I'm not your brother, you want to know that I'm your countryman."
America endures because:
- We find out who we are in crisis.
- You have to focus, it's a survival instinct.
- Even though I'm not your brother, you want to know that I'm your countryman.
Paul Pierson, Managing Partner at CSA, comments:
"We set out to test a hypothesis about the power of consensus. Even among harshly antagonistic groups, we found that discourse and the honest exchange of perspectives allowed common ground to emerge. The same holds true for the work we do with our clients: listening and collaboration are the building blocks for accord."
The workshop had five key components that the group systematically worked through: a warm-up, a debate around archetypes, collaboration on a poem, personal storytelling, and an endorsement of the key statements.
David Mowers, Executive Director of Strategy at CSA, added:
"What was really powerful was how personal the testimony became in the session. Group members connected with one another by demonstrating an emotional investment in their position, and this led to the coalition building. The shared harmony in the room once all 12 people came to unanimous agreement created built resonance and truth into the statements because they were so earnestly able to look beyond their differences. Co-ownership of the problem becomes co-ownership of the solution. It's foundational for any brand."
These findings come just a week before the country votes in arguably one of the most divisive and polarized presidential contests in nearly a century.
Carbone Smolan Agency is an independent design-led branding agency that has been designing enduring brands for 40 years. CSA combines strategy, content, design, and technology to create differentiated brand systems for the physical and digital worlds. We work with our clients to solve large, complex, and highly creative challenges. CSA has developed and designed award-winning programs for an international clientele including Credit Suisse, The Boston Consulting Group, Canon, W Hotels, Musée du Louvre, Latham & Watkins, and Herman Miller. www.carbonesmolan.com
Executive Director of Engagement
Carbone Smolan Agency
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SOURCE Carbone Smolan Agency