Donald Trump and Grant Packard

Lazaridis School of Business Economics: It a smart move, says one marketing and advertising expert who sees only benefits for firms trying to entice Americans north of the border because of the blowhard billionaire."It makes a lot of sense for marketers to use Donald Trump because he so out there," said associate marketing professor Grant Packard. "He has obvious humour appeal and cultural currency, according to Metro News. Trump is such a bombastic personality."Packard, who teaches at the Lazaridis School of Business and Economics at Wilfrid Laurier University, explains that the presumptive Republican presidential nominee is so polarizing that he is seen as the antithesis of how Canadians view themselves. Come to Canada. For homegrown Canadian brands, the businessman is an obvious target when companies want to appeal to like-minded Americans living in the U.S."For brands that kind of play on Canada modest pride, and our socially minded altruism, Trump is the anti-brand to that," he said. Other Canadian companies like Bombardier aren't known for having a sense of humour and and should probably shy away from advertising with a political flavour because it could be seen as opportunistic, Packard said. Appealing to Americans appalled by Trump likely works best for brands like Roots and Molson Canadian — two companies rooted in Canadian nationalism and with the ability to be tongue and cheek with their marketing campaigns. (www.immigrantscanada.com). As reported in the news.