By The Malketeer
From Tiktok to Musk to Zuckerberg, the Ripple Effects of Trump’s Influence are Redefining the Future of Branding
Donald Trump’s second term isn’t just a political spectacle; it’s a global reset with profound implications for marketers.
Whether it’s the fallout from trade wars, shifting alliances with tech moguls, or the unpredictability of economic policies, brands can no longer ignore the growing interdependence of geopolitics and marketing.
Every tweet, tariff, and treaty is reshaping the way businesses communicate with their audiences.
Brands that understand this shift—and act accordingly—will thrive in the turbulence.
Those that don’t, risk being left behind.
TikTok: Saved for Now, but Uncertainty Looms
TikTok restored service in the United States on Sunday (Jan 19) after briefly going dark as a law banning the wildly popular app on national security grounds came into effect.
The app’s owners, ByteDance, faced a deadline to sell TikTok’s US subsidiary to non-Chinese buyers.
With no sale finalised, TikTok went offline late Saturday, leaving 170 million dismayed users unable to access the app.
On Sunday, however, President-elect Donald Trump—set to retake office on Monday—stepped in, promising to issue an executive order delaying the ban to allow time to “make a deal.”
In a post on his Truth Social platform, Trump proposed a bold solution: the US government taking a 50% ownership stake in TikTok, asserting this move could boost the app’s value to “hundreds of billions of dollars—maybe trillions.”
“By doing this, we save TikTok, keep it in good hands,” wrote Trump, who had previously championed banning the app during his first term.
TikTok confirmed the restoration of service in the US on Sunday afternoon, crediting Trump for providing “the necessary clarity and assurance to our service providers.”
However, the company did not address Trump’s proposal for part American ownership.
For marketers, TikTok’s uncertain future underscores the risks of over-relying on a single platform.
Many are rethinking their strategies, exploring alternatives like Instagram Reels and YouTube Shorts while staying agile in an ever-changing digital landscape.
Musk’s X-Factor: A Direct Line to Trump’s Base
Elon Musk’s evolving relationship with Trump has turned X (formerly Twitter) into a powerhouse for political messaging.
Trump’s posts consistently generate massive engagement, positioning the platform as a key space for marketers targeting conservative audiences.
However, Musk’s open embrace of Trump also presents challenges.
Brands must navigate the risk of being associated with polarising rhetoric while deciding whether to tap into the platform’s raw, unfiltered conversations.
For companies aiming to stay neutral, the stakes are higher than ever.
Zuckerberg’s Surprising Pivot: Meta Aligns with Trump’s Vision
In a surprising shift, Meta founder Mark Zuckerberg appears to be aligning with Trump’s ethos of “free expression.”
This move is seen as a direct response to Musk’s growing influence and a bid to attract conservative users alienated by previous moderation policies.
For brands, this alignment creates a paradox.
On one hand, it opens Meta to more diverse political discourse, creating new opportunities for engagement.
On the other, it forces marketers to confront the ethical implications of advertising on platforms that may tolerate misinformation.
Expect campaigns to embrace themes of “freedom” and “individuality” as brands try to balance engagement with responsible messaging.
From Tariffs to Taglines: The Canadian Case Study
Trump’s promise to impose 25% tariffs on Canadian goods has already sent shockwaves through Canadian industries, and by extension, their marketing strategies.
For decades, Canadian brands leaned on their neighbourly image in the U.S., often playing up shared values and proximity.
Now, with anti-import rhetoric gaining traction, Canadian marketers are scrambling to reframe the narrative.
Expect to see campaigns that emphasise local pride—“Made in Canada” will no longer just be a label but a rallying cry for domestic loyalty.
Meanwhile, Canadian brands looking south may adopt neutral tones, focusing on quality and innovation while sidestepping political overtones.
The lesson?
Marketers must learn to navigate nationalism without alienating audiences.
China’s Marketing Balancing Act
If Canada is adjusting to tension, China is bracing for outright economic warfare.
Trump’s threat to slap tariffs on US$500 billion worth of Chinese goods isn’t just an economic story; it’s a branding one.
Chinese companies with a global footprint—like Huawei and Xiaomi—may face heightened scrutiny in Western markets.
Their marketing strategies will need to evolve, focusing on transparency and trust to combat rising skepticism.
At the same time, global brands relying on Chinese manufacturing are rethinking their supply chains—and their storytelling.
In an era where “Made in China” faces political and consumer backlash, marketers must ask: how do we reposition ourselves without severing ties with one of the world’s largest economies?
The UK: The Art of Strategic Ambiguity
Across the Atlantic, British brands find themselves in an awkward dance with Trump-era unpredictability.
Secret “mini cabinet” meetings suggest the UK government is preparing for all possibilities, but for marketers, ambiguity is both a challenge and an opportunity.
Brands that lean into the uncertainty can capture consumer imagination by positioning themselves as beacons of stability.
Think campaigns that emphasise heritage, reliability, and trustworthiness—values that resonate during turbulent times.
Meanwhile, those targeting global audiences will need to fine-tune their messaging, walking a tightrope between tradition and modernity.
The Middle East: A Lesson in Brand Diplomacy
In the Middle East, Trump’s influence has already paved the way for a Gaza ceasefire—a political win that will undoubtedly have ripple effects.
For brands operating in this region, the lesson is clear: diplomacy isn’t just for politicians.
Marketing, too, thrives on bridging divides and fostering connections.
Campaigns that celebrate unity, resilience, and shared values can resonate deeply in regions marked by conflict.
This isn’t just feel-good advertising; it’s a reminder that marketing, at its best, can be a force for good.
The Marketing Battlefield: Agility Is Key
In this era of geopolitical turbulence, marketing is no longer confined to products and services—it’s about navigating the broader narrative.
Brands must be prepared to pivot at a moment’s notice, leveraging cultural intelligence and real-time data to stay ahead of the curve.
For agencies, this means building teams that understand geopolitics as well as they do consumer behaviour.
For brands, it means doubling down on adaptability, authenticity, and purpose.
The next few years will test the industry’s mettle—but for those who rise to the occasion, the rewards could be immense.
What Lies Ahead
Donald Trump’s presidency might be divisive, but it offers one certainty: the world is changing, and marketers must change with it.
Those who embrace the chaos and turn challenges into opportunities will define the next era of branding.
After all, in a world where uncertainty is the only constant, adaptability isn’t just a skill—it’s survival.
The post Geopolitics is Reshaping the Marketing Playbook During Trump’s Second Term appeared first on MARKETING Magazine Asia.
source