It seems like everyday we hear about a big corporation doing evil to the American people and trashing our values. So why do we continue to send Verizon our monthly phone bill? Why do we still buy Brawny paper towels at the super market? And why do we continue to do this over and over again...
The answer is simple, because they are the established brand leaders. When a large corporation can spend tens millions and even hundreds of millions a year repeating their brand and anchoring it in the positive emotion they want, it becomes difficult to drop it from the mind.
As a Progressive strategist and entrepreneur, I have spent years learning, exploring and reading about why this happens (and what to do about it). The end result is that there is no silver bullet. But there are excellent resources and methods for Progressive businesses to take in order to push back against their large, powerful and elite corporate brands.
First, communicate your brand from the inside out. What I mean by this is focus on your core values out toward what your product or service can do for the consumer.
Second, target the Progressive community. As an entrepreneur, when you advertise your brand or product on DailyKos.com not only do you find motivated consumers looking for great new products, you also support a Progressive media that helps to communicate what is really happening in the world, not just the corporate/conservative slant.
I founded a broadband phone company recently called TalkForGood. In the initial planning stages, my business partner and myself brainstormed for weeks, even months trying to define what approach we wanted to take. Finally Kevin said to me "Jim, we're both Progressive and your passion for Progressive causes is unrivaled by anything else you do." That was the day we decided to go from a broadband phone company that supports charities in general to a phone company that is dedicated to helping fun the Progressive movement.
Progressive companies to support that provide excellent products & services at a great value:
Credo Mobile - Great customer service and excellent coverage (I switched to them a few months ago).
Think Host - A Progressive web hosting company I recently discovered. I am going to look into migrating my websites over to them.
Blue State Coffee - They have coffee shops in Rhode Island and have a website where you can order it directly.
USA Coffee Company - The only union grown coffee in the world, 100% renewable energy during production and the coffee by products are reused. They also are a major advertiser for Progressive talk radio.
AM 1510 Boston - Boston's Progressive talk station. Founded by Progressives, funded by Progressives and run by Progressives. Listenership is growing and they are doing well financially.
I know I'm missing a bunch of Progressive companies, please feel free to list them in the comments.
Thanks everyone!