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Brand Decision 2012: Dems Are From Starbucks, Republicans Are From Dunkin'

Posted by Mark J. Miller on June 14, 2012 02:02 PM

America is settling in for a long summer of campaigning between the Democratic candidate President Obama and the Grand Old Party’s Mitt Romney. News of minor flubs by candidates and those who work for them will come up at bars, barbecues, and ice-cream joints across the land (or be completely avoided, for everyone’s safety).

Americans will likely hear a constant media drumbeat about red states vs. blue states that will be so loud, it will seem that the country is about to burst into a Civil War.

Just in time for this comes a new study from Buyology that members of the two political parties don’t just disagree on their candidates. They also mostly disagree on the brands they love, though there are three that help bring them together. Next time a president wants to have a bipartisan summit of some sort, he or she might want to involve Coke, Apple, and Visa. Those three names were named by both parties as brands they love.

Other than that, though, the two sides were in disagreement. While Democrats like Progressive insurance, Republicans go for Allstate. Dems like Starbucks while Republicans prefer Dunkin’ Donuts.

“Both candidates and brands have never fought harder for our affection and our votes,” said Gary Singer, founding partner and CEO of Buyology Inc. “It’s never been more important to understand why people make the choices that they do. Brands can learn a lot by having a deeper understanding of the deep-seated connections that drive our decision-making.”

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