Founded in 1855, the Y has built brand equityby keeping inline with their brand voice for over a century. In the ad, Zoe is a future presidential candidate if provided an environment where she can flourish. And, the Y provides this necessary environment for not just Zoe, but any and all who enter their doors.
They easily could have included a presidential slogan like, #ImWithHer (Hillary Clinton) or “Make America Great Again” (Donald Trump), but instead stuck to their mission. By choosing to stay away from divisive language in this ad, the YMCA is able to maintain their brand integrity. The Y is not steeped in politics because doing so would be polarizing to its community of members and nonmembers. However, they aren’t ignorant to the fact their members are affected by politics and that conversations on government occur within their facilities.
To join in the conversation they created an ad contrasting the harshness of the political machine with the softness of human life. They value building character over personality to create a “Better Us”. This mirrors the purpose of government which all too often becomes murkier with underlying agendas and bureaucracy.
But The Y makes it clear they measure the future with people over policy in mind. This future perspective is often entirely lost in the equation as tensions ride high giving way to emotion. Keeping their focus on future generations like Zoe, the Y’s brand integrity will remain intact far beyond Election Day.
A brand like the Comedy Central television network incorporates programming like The Daily Show, wherein the host regularly weighs in on current events. Although they are not strictly a political news media outlet, comedy is an all-inclusive art form/industry. And due to its all-inclusive nature, conversations including politics and world events have become a part of Comedy Central’s brand. The network features other content like South Park and (formerly) the Colbert Report, where social issues are illustrated in a comedic light.