Tags: Trump Administration | Donald Trump | GOP2016 | Ted Cruz | brand | rnc

Trump Is Trashing His Brand

Trump Is Trashing His Brand


By Friday, 05 August 2016 12:38 PM Current | Bio | Archive

Donald Trump is trailing Hillary Clinton in some polls by 15 points. How is this possible, given her high level of untrustworthiness?

Hillary Clinton has lied to Congress, the families of men killed in Benghazi, and the American people. She has sold access to foreign governments and exposed military secrets to hackers.

Yet, many citizens, almost all of the media, and some prominent Republicans are lining up to support her.

In his candidacy announcement at Trump Tower, on June 16, 2015, Trump enumerated multiple examples of American weakness, setbacks, and severe incompetence. Given his record of success, he promised a drastic turnaround.

During his mesmerizing speech, he thundered: “We have all the cards, but we don’t know how to use them. We don’t even know that we have the cards, because our leaders don’t understand the game.”

Fast-forward 14 months.

After leaving 16 Republican rivals in the primary dust, Donald Trump amassed enough delegates to become the nominee. He enjoyed a successful convention, leaving it with a seven-point bump.

Given Hillary’s list of deficits, Trump has all the cards. Alas, it appears that he doesn’t know how to use them, know that he even has them, and doesn’t seem to understand the game.

To wit: The day after Trump’s RNC acceptance speech, he attacked Ted Cruz.

Almost every day, he makes another head-scratching gaffe. A grand-master of branding doesn’t do this.

Instead of staying focused and disciplined, he engages in trivial pursuits. There’s talk of a campaign-staff intervention this weekend, even rumors of Trump dropping out of the race.

A grand-master of branding never lets this happen.

In her DNC acceptance speech, Hillary said about Trump: “Imagine him in the Oval Office, facing a real crisis. A man you can bait with a tweet is not a man we can trust with nuclear weapons.”

Now, the polls show that people trust Hillary more than Trump with nuclear weapons —even though Hillary exposed military secrets via her unprotected, private email server. Then, she lied about doing so.

Ironically, Trump has told us, time and time again, that our leaders don’t know what the hell they’re doing.


Meanwhile, Hillary doubles down, with a straight face, insisting that FBI Director James Comey declared her “consistent and truthful” about her emails.

Trump should be 25 points ahead in the polls. He has the cards!

Having a strong brand requires the walk to equal the talk. A brand is a value proposition. Without delivering on that proposition, it is null and void.

Trump, therefore, cannot pledge to make America great again, without being great himself. Getting into stupid verbal spats, at the drop of a hat, isn’t great.

The reason Trump won the nomination is that voters believe he has the smarts, competence, gravitas, and wisdom to beat Hillary. That has been his brand.

By constantly shooting himself in the foot, though, he’s forcing his most-ardent supporters to doubt him, his brand, and his leadership.

To win, Trump must stop his nonsense. He must focus on his target and ignore the gotcha bait that Hillary and her surrogates provokingly wave in his face.

Again, Trump has the cards. But, he must master and win the game.

If Trump doesn’t soon buttress his brand, instead of trashing it, he’ll become the next Romney, who should have trounced summarily a very flawed Obama.

Marc Rudov is a branding adviser to CEOs, and is the author of "Be Unique or Be Ignored: The CEO's Guide to Branding." He is the founder of MarcRudov.com. For more of his reports, Go Here Now.






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Trump has all the cards. It appears that he doesn’t know how to use them. He must master and win the game. If Trump doesn’t soon buttress his brand, instead of trashing it, he’ll become the next Romney, who should have trounced a very flawed Obama.
brand, rnc
Friday, 05 August 2016 12:38 PM
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