Yes, it seems as if the news has all Donald Trump all the time. But, before you dismiss his candidacy, let’s analyze why he’s become a household brand name.
Donald has morphed from being an entrepreneur to a full-fledged brand. Why? Because he is:
- Polarizing – Brands are divisive; you either love them or despise them. Look at these recent poll numbers from Iowa for the Donald:
Like – 45%
Dislike – 44%
Remember that you need courage and chutzpah to become a brand; get used to the fact that you will have raving fans and sworn enemies.
- Authentic – Nope! They’ll never be another Trump. Who else would think they can say such racist remarks and then still travel to Mexico?
- Consistent in Appearance – Apparently, Mr. Trump is never changing his crazy hairdo (or as I call it a “hair don’t.”) How many jokes can the late-night comedians crack about his hair? Apparently, it’s endless! Did you hear the one about Trump getting elected so that we can call the presidential plane Hair Force One?.
- Uses a Trademarked Phrase – Thanks to his TV show Celebrity Apprentice, “you’re fired” is now part of the American lexicon. What are you epigrams?
- Easily Imitated – If Saturday Night Live can’t do a reasonable impersonation, you’re not consistently reflecting your mannerisms, pausing, pacing, or hand gestures If you cannot be imitated, you’re not a brand. Ask my clients or even my son and you’ll get a surefire imitation of me. How about you?
What can you do to become a brand? Think about it. I always welcome your comments.