The soothsayers are at it again — President Trump has met his match in Putin, the one person who can outwit him. And while Donald may have escaped the New York Real Estate gang that has challenged him for over 50 years, the skeptics are wondering whether he can keep abreast of Putin’s political savvy during their impending rendezvous.
However, we should remember Trump has a strategy he has used over the years to become the ultimate dealmaker. Last week, we identified five tactics Donald has used to keep Brand Trump above the competition. Here are five additional brand tactics that will also work in making the upcoming summit a success for the President.
- Don’t Underestimate Your Competition
Consider Jeb Bush and the Republican primaries. Jeb thought Trump would be finished in a few weeks after he had made derogatory references to the “loser” status of former Vietnam POW Sen. John McCain. Surprisingly, Mr. Trump eventually won the nomination, even with Bush’s significant campaign war chest. The lesson? Always carefully assess your competitors. If Putin ignores this advice, he too could be an “also-ran” on the world stage.
- Know Your Customer
Marketers often say, “Sell them what they want, but give them what they need.” Mr. Trump certainly understands how his brand attributes resonate with Putin. This is the key to ensuring you have a winning negotiation strategy.
It would be smart for President Trump to remember the meeting it is not about him, but all about his customer — Putin. If Mr. Trump puts himself into Putin’s shoes and asks, “If I were Putin, what would I want?” and then prepares acceptable options for consideration, this would allow the president to implement his “customer-knowing” tactic.
- Don’t Be Arrogant
Well, when it comes to this attribute, we have a “battle of the brands.” Both leaders believe in their legendary status. Unfortunately, only one man can win. With this in mind, the president needs to give full effect to his skills as “Charmer-in-Chief,” and offer Putin the respect he wants. However, importantly, he must also communicate his strength as leader of the free world. Trump’s experience as a mover and shaker in the world of real estate equips him perfectly to deal with obdurate egos, and handling Putin will be a lot easier for Trump than many would think. Let the games begin.
- Don’t Be a Fad! Think Long Term
A quick internet search will tell you a fad is “an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object’s qualities; a craze.”
Some would say that Donald Trump is a fad, but for now, he is a brand force the world must engage, no matter how controversial his stage presence may be. One of the strengths of Brand Trump is his ability to “always be branding,” a tactic that drives the president’s critics “bonkers.” “Always be branding” (ABB) means assessing what your customers like, and how your brand can continue to offer real benefits to them. For Putin, Brand Trump offers a business person’s approach to diplomacy. The president’s no-nonsense, direct style and language are the current mode of dialogue. This interaction mode can evolve so that “always be branding” will keep Putin and the world on their toes when it comes to Donald Trump’s life-long ABB campaign.
- Don’t Be The Center of Attention
When one is in the company of TV personalities, they are always the center of attention. If you are not hosting a TV game show, here is what you must do to ensure success. Repeat this every day, and if you do, you will never go wrong: “It is not about you, it’s all about your customer.”
Listening to your customer is crucial, and if the president remembers this, along with the fact that is it is not about him, but all about Putin, and he makes his Russian counterpart feel important without giving away the store, then perhaps Donald Trump will be more successful than one would ever think possible. And, oh yes, it is always easier when you have marketing and branding in mind.
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the “new normal” in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies,” and the Udemy course "Go Brand Yourself!" You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. To read more of his reports — Click Here Now.
© 2021 Newsmax. All rights reserved.