Tags: trump | chaos | communication | transgender | anthony scaramucci

Trump's Brand Is Chaos

Trump's Brand Is Chaos
(Chip Somodevilla/Getty Images)

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Friday, 28 July 2017 04:08 PM Current | Bio | Archive

How many Americans can enumerate President Trump’s victories of the past six months? Very few, I can tell you that.

Why so few?

Chaos drives the preponderance of his administration’s missives, decisions, and behaviors. Chaos adumbrates and impedes performance.

Chaos kills communication.

The president, the commander-in-chief, tweeted this week that transgender people no longer will serve in the U.S. military. Straightforward, right? Wrong.

General Joseph Dunford, chairman of the Joint Chiefs of Staff, refused to obey Trump’s tweet. Before changing a policy, he demands a formal, written order from Secretary of Defense James Mattis.

Why didn’t the president know this?

This development is odd and embarrassing. What executive, especially one who commands the world’s largest military, manages via Twitter?

Trump’s new communications director, Anthony Scaramucci, in an obscenity-laced rant to New Yorker correspondent Ryan Lizza, claimed that he wasn’t trying to perform fellatio on himself like Steve Bannon, the president’s chief strategist. Scaramucci then apologized for using “colorful language.”

In his new book, "Devil’s Bargain," Bloomberg BusinessWeek columnist Joshua Green reports that President Trump fired former campaign manager, Paul Manafort, for circuitously trying to get Trump’s attention via TV appearances — instead of facing him personally.

Allegedly, upon learning this, Mr. Trump yelled this tirade at Manafort: "You think you've gotta go on TV to talk to me? You treat me like a baby! Am I like a baby to you? I sit there like a little baby and watch TV and you talk to me? Am I a f***ing baby, Paul?”

Yet, President Trump has been publicly haranguing Attorney General Jeff Sessions — to reporters, on Twitter, and on TV — for recusing himself from any matters pertaining to so-far-unproven Russian collusion. Furthermore, Mr. Trump claims that, had he known in advance of Sessions’s intent to recuse, he would have chosen a different AG.

One would think that President Trump, who sold himself to American voters as a worldclass businessman, would express his displeasure to Sessions, and even fire him if necessary, in private.

Is Jeff Sessions a baby? Based on his distinguished career, and his class and grace, I think not. So, why is Trump treating him like one?

Then there are the pervasive leaks. More chaos. Why are so many Obama holdouts, obviously disloyal to Trump, still employed in his executive branch? Why hasn’t Trump cleaned house? This failure conveys incompetence.

I don’t know what the president thinks he’s accomplishing, by allowing this circus, but here’s what he’s really achieving: an environment in which nobody inside or outside the White House has any clue what’s going on.

This is not what Americans voted for in November.

In my new book, "Brand Is Destiny," I call such a haphazard organization an entroprise — an enterprise ensnarled in entropy (chaos). An entroprise has no clear purpose and direction, and is, therefore, unable to communicate a coherent, consistent, meaningful message.

Trump’s new communications director, Scaramucci, who has no training in communications, has become the message, and not a positive one. In fact, within one week of appearing on the scene, he’s hurt more than helped the man he proclaims to love and serve: Donald Trump.

Bottom line: Donald Trump is the CEO, the decider. Everything that happens, good or bad, is on his watch.

If President Trump wants to exude a brand of success, the American voters will need proof. This is impossible as long as his brand is chaos.

Marc Rudov is a branding advisor to CEOs, speaker, media commentator, and author of "Brand Is Destiny: The Ultimate Bottom Line" and "Be Unique or Be Ignored: The CEO’s Guide to Branding." Find him at MarcRudov.com. For more of his reports, Go Here Now.

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MarcRudov
If President Trump wants to exude a brand of success, the American voters will need proof. This is impossible as long as his brand is chaos.
trump, chaos, communication, transgender, anthony scaramucci
613
2017-08-28
Friday, 28 July 2017 04:08 PM
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