Netnography: Where did Bernie Sanders’ brand go wrong?

In early 2020, the US Democratic party elections saw a face-off between Bernie Sanders and Joe Biden, two very different candidates with contrasting stances on many political issues.

In early April, Sanders withdrew from the leadership race, leaving Biden the likely Democratic nominee.

But what went wrong for Sanders? In this video, Junior Strategist Maddie McGregor and Strategy Director Adrian Pring use social listening tools to determine what set the two candidates’ brands apart, uncovering what gave Biden the edge in this close-fought race.