Those punctilious Beltway Consultants who have the need to advise President Trump to expand his base if he wants to win in 2020 just may have had their dream come true.
The president’s seemingly chaotic decision-making style regarding the recent military non-strike on Iran is simply a brilliant marketing and branding tactic. Why? Because it cemented the moniker to many (maybe even those suburban women) as Carer-in-Chief.
The system class, hours after the president’s decision to hold off on bombing Iran, had their talking points ready for any interviewer who would ask. They believed that the president’s actions would be interpreted as a sign of weakness in the eyes of the Iranian leaders — and to the world. Well, an unpredictable response to the complicated crisis that the president had to solve, which they, of course, could have disentangled more adroitly, expeditiously, and less chaotically.
By now, world leaders, whether for bad or good, know the Donald Trump Brand. He is not a conventional politician but rather a dealmaker who “mixes things up” and really doesn’t care if his competitors, friends, or antagonists approve of what he does.
You see, the Trump Brand doesn’t allow for “short term” approval. His goal is a long-term success. This difference in the president’s perception of himself as a dealmaker, instigator, or achiever rather than that of a typical politician is central in understanding Brand Trump.
While political, military, and foreign relations experts use their dated models in analyzing the new world order of social media, transitory military technology, and short-lived negotiation strategies, Trump in his own way is changing the game.
He throws out conventional wisdom and rules of engagement and develops his own methodology of success, to the chagrin of the permanent government insiders, who know best on how to remedy the issue of the moment.
For Trump, unlike his establishment critics, what doesn’t work in the past is replaced by his Trumpistic management techniques, which are foreign to anyone who has covered the presidency over the last 50 years. When something doesn’t work, his response: “Well, the old way didn’t work, so I tried mine.”
One should not be surprised to learn, despite what the media may lead us to believe about his management style (using unconventional methods), that this is not entirely new to Washington. It was originally utilized by the venerable FDR when he said: “It is common sense to take a method and try it. If it fails, admit it frankly and try another. But above all, try something,” underscores this point trying different methods (even unconventional ones) in order to achieve results:
Putting all the noise aside, regarding the president’s decision-making style, from a marketing and branding perspective, President Trump handled this crisis marvelously.
He began to change his detractor’s perception of him as an uncaring, mean, and imprudent politician to a caring, compassionate, and prudent statesman. This is necessary if he wants to attract those suburban women he lost in the midterms.
By having second thoughts about the mission and underscoring his personal dislike of possibly killing 150 Iranians and making it personal, the president revealed another layer to his complex personal brand.
He provided proof that, despite what others say, he does care for voters and about getting things done “his way” no matter how unconventional it may seem. This, along with his recent delay to an immigration sweep after Pelosi’s request, is reinforcing the perception that there is another side to President Trump that may not be seen from those who fail to give the president credit where credit is due.
If the president is able to get a pharma bill passed, which caps drug costs for Americans, along with an infrastructure bill, one can see possible in-roads with the women he lost in the midterms. These attributes, which were once hidden, could then be bundled together and developed into a new moniker: the Carer-In Chief. And if the president accomplishes these “wish list” objectives, he and his team will help others to comprehend that 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.
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