Trump has caused the smarter Republicans to think about
their loyalty.
I sympathize. Years ago, someone wanted me to do something
that I wasn’t comfortable with and tried to pull the loyalty card. He couldn’t
understand how I could possibly be disloyal. Which only made me more un-comfortable.
Eventually, I figured out that instead of thinking in terms of loyalty, I should
change the context. I should make it about right and wrong. Once I implored a
higher morality, my decision, suddenly, became easy. Of course my friend still didn’t
understand how I could be disloyal but I could now live with myself.
Recently, there are republicans who don’t believe that Trump
is a trustworthy candidate and yet are feeling pressure to be loyal to their
party. So, what’s the right thing to do?
The only way to counter such a powerful force is with
a more powerful emotion, an emotion that beats loyalty to the team with a
higher calling, something that turns defection into a positive: Courage. And once
you see the opportunity to make a courageous decision, the rationale follows
almost effortlessly.
Emotion is a powerful thing. It can over ride
reason. In my opinion, it can be the only explanation for Trump’s popularity. It’s
a lesson for all brands.
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