Tags: romney | trump | senate | utah | endorsement

Alliance Between Romney, Trump Will Boost Both Brands

Alliance Between Romney, Trump Will Boost Both Brands
Candidate for senate Mitt Romney at the wheel of a John Deere tractor as he tours Gibson's Green Acres Dairy on February 16, 2018, in Ogden, Utah. Mr. Romney is running for a U.S. Senate seat from Utah, currently held by Sen. Orrin Hatch, who announced his retirement after the current term expires. (Gene Sweeney Jr./Getty Images)

By Thursday, 22 February 2018 11:39 AM Current | Bio | Archive

President Trump’s recent endorsement of Mitt Romney for the Utah U.S. Senate seat is another blow to the “old school” prognosticators who were busy speculating on an inevitable battle of the brands between the former Massachusetts governor and the president.

With Mitt Romney’s announcement last week that he is running for the Senate, and President Trump’s frenetic style, it is obvious that we have entered a new normal. What has worked in the past may not necessarily work today regarding “poli-sci” rubrics.

This means that an unavoidable clash between these two “larger than life” brands may not be in the cards despite the fun of witnessing such a spectacle. The president’s endorsement further abandons the idea that the demise of both brands is imminent.

With Romney’s surprising move to re-enter the political fray, the successful, competent, and affable Romney needs this type of “grief” like Charlie Brown wants another chance at kicking the football. This is further proof that life as we knew it (surely in politics) is an outdated concept, constantly in flux, and unpredictable.

Considering where we are today it is only the fool who would foresee a result under yesterday’s model, and why marketing and branding may offer a better understanding of the potential outcome of a Mitt Romney in the Senate.

Using the traditional messaging and communications political model, in theory, a Senator Romney would be a bad thing for Brand Trump. It would create problems for the president.

The thinking is that Romney, a Republican’s Republican, would constantly challenge the unorthodox president, not only in style but policy as well.

But their past acerbic interactions — “He’s a fraud,” Romney famously said about Mr. Trump; while POTUS countered with “He [Romney] does not have what it takes to be president,” are “old school” examples that are fun to read, but may not provide an insight into what could happen next.

This potential skirmish was all put aside, even if it may be for only a few political moments when the president endorsed Mr. Romney on Monday night.

In the old days, when an opponent took a position on an issue, the natural response was to take the opposite one, no matter the credibility of the argument. But not today.

Enter the “new normal,” where candidate Romney can use branding and marketing to his advantage. How? By engaging in a tacit alliance between himself and the president and build on the recent Oval Office endorsement, which will help build both political brands.

This mutually beneficial cooperation can be analyzed by considering both men. Brand Romney is a gentleman businessman, whose financial and management expertise along with his cool style makes him “old school Presidential” material. He is smart, charming and — let’s not forget, boring — something that many must always add-on when speaking about the former Massachusetts governor.

Mr. Trump, on the other hand, is never boring, a real estate biz guy who made a name on the streets of New York City’s construction sidewalks. He is a streetwise guy who is underestimated by many, and the Everyman (Everywoman) Executive who likes to think of himself as Modern Day Presidential.

Imagine what could happen if these two men, these two brands, could get along and what they could accomplish together.

In business, it’s the perfect partnership, with each associate bringing uniqueness to the enterprise and making the sum a stronger whole.

In Freudian terms, Romney could become the superego to Mr. Trump’s Id with an effect that could re-shape the president’s ego for those predisposed to accept a new and improved Trump Brand.

Sure this is theory, but one that may be needed to explain today’s new world order.

To predict what will happen in the end is anyone’s guess. However, one thing to consider is that it may be easier when you have marketing and branding in mind.

Today’s Marketing & Branding Lens Thought

“We can complain that rose bushes have thorns or rejoice that thorn bushes have roses.”

—Abraham Lincoln

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.

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With Mitt Romney’s announcement last week that he is running for the Senate, and President Trump’s frenetic style, it is obvious that we have entered a new normal.
romney, trump, senate, utah, endorsement
Thursday, 22 February 2018 11:39 AM
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