Philadelphia

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Marketing moves to where consumers convert, so political ads are moving in droves to Facebook. When I wrote “How Trump Won” in January 2017, the Trump campaign’s digital director credited Facebook as the fundraising powerhouse. Last week, The New York Times’ headline was “How Trump Is Outspending Every 2020 Democrat on Facebook.”

Even before Gritty streaked in front of nearly 70,000 hockey fans in Lincoln Financial Field, the Flyers mascot laid a streak of lightning across social media with his irreverent debut in September 2018. Everything from his origin story to taunting the rival team on Twitter showed Gritty got his Philly fans, the first marketing challenge for all brands.

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