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Home / US / Why Trump has to abandon his iconic brand a lot

Why Trump has to abandon his iconic brand a lot



WASHINGTON — Donald Trump has spent his entire life conducting stimulus checks on steaks on skyscrapers, but now the former president seems to be replacing his gilded last name with a number: 45.

Last week, the 45th President launched a new official website, 45Office.com. The URL is different from his predecessor, and the URL uses his name as his website.

Trump’s shift from his name to his number involves his political assets.

His PAC can be accessed on SaveAmerica45.com. His old White House tweets can be found at @WhiteHouse45. When his lawyer, Bruce Castor, represented him in the second impeachment case, he said: “I think it’s a privilege to represent the 45th president.”

Just as Prince changed his name to a symbol, Trump ignored the convention. Former presidents usually only use their numbers as ridicules among insiders and friends. The only president who uses Twitter frequently is Barack Obama, and his old tweets are kept in @ObamaWhiteHouse.

“He is a candidate and president of the̵

7;different’ category, and now he is the’different’ type of the former president-one with global brand management (and prospects, running again in 2024),” John Boyd, a company engaged in real estate The consultant said in an email.

Trump’s 45th office did not respond to a request for comment. People who often consider companies and political brands say that he is unlikely to make this decision lightly.

Branding is Trump’s responsibility, and even Bill Clinton called him a “major branding person,” and he protected his name, so much so that one of his lawyers issued a threatening letter demanding the Republican National Committee and other Republicans Members stopped using his portrait in fundraising activities. Refuse).

“They will never give him this number,” said Sam Nunberg, one of Trump’s early political advisers before the breakup. “Psychologically, when you say the president [Jimmy] Carter, or you say President George HW Bush, you think of it as “a president.” However, if you take this number to the 45th president, the connection is not so smooth. “

This can also help him avoid being a reminder of a loser.

Trump’s official communications refused to recognize the 2020 election and mistakenly led supporters to believe that he might overturn the results of the election before his inauguration day, never calling him a “predecessor” president-he was always the “45th president of the United States” “United States of America. “

David Johnson, an Atlanta-based corporate branding consultant, said this was not accidental, adding that it helped “continue the myth that he is still the president of the United States and reinforce this message with his followers.” “

Internet records show that Trump’s new website, 45Office.com, was created on January 12. Less than a week later, Trump supporters rioted in the Capitol in an attempt to stop the election of President Joe Biden’s victory.

Employees and friends know many politicians by nicknames or initials-Hillary Clinton is “HRC”; Bush’s previous presidents are distinguished by “41” and “43”-Trump’s For many assistants and followers, it is “45”.

Several supporters even filed trademark applications for the “45” brand clothing with the US Patent Office, although Trump is not yet one of them.

“As Mel Brooks (Mel Brooks) yogurt said in SpaceBalls: “Promotion, promotion is real money in the movie. “Trump is a brand. “45” is a logo.” Greg Behr, co-founder of a marketing consulting firm in Durham, North Carolina, said in an email.

“It’s like Michael Jordan’s ’23’,” Bell added. “This number has become synonymous with that man. For fans, it is tempting to own and display one of them. I doubt you will start to see the ’45’ deployed in a range of products that you can own.”

The fact is that Trump’s brand may need to be reused.

Trump wrote in his 2000 book “Our Well-Deserved America”: “I was ridiculed for using my name on buildings and casinos. This is mainly a marketing strategy; Trump’s buildings are The rent is higher. However, this may no longer be the case after his hotel business and real estate business suffered from his divergent presidency.

David Painter worked in the brand for 20 years before joining Rollins College in Florida. He said: “Trump’s brand was damaged by his failed election campaign and two impeachments. “So Trump adopted the ’45’ (or even the letter combination on his shirt) because it is a neutral number, and he may want people to associate with him, not his actual age or his Characteristics of the presidency.”

Some of Trump’s former senior aides identified themselves as “White House 45” alumni in their public resumes, or excluded Trump altogether, perhaps when they were looking for jobs in the difficult job market for former Trump staff Keep a distance from them.

It may be ironic to accept “45,” because left-wing commentators first insisted on using numbers to refer to Trump. “Don’t use his name; forever,” Martin Luther King Jr.’s daughter Bernice King wrote on a viral Facebook a few days after Trump took office. “45 will do it.”

During the most intense period of the so-called resistance movement, this was a fairly common sentiment between professional activists and liberals.

“Bounce mp 45! Bounce each 45! Bounce each 45!” California Rep. Maxine Waters made headlines at a controversial moment in July 2017 and cheered for it.

Again, knowing too much about the actions of a person known for impulsive decision-making may be a mistake.

Trump’s early adviser Nanberg said: “People will say he is playing 3D chess. But sometimes he is just playing with blocks.” “He likes’thes’-‘apprentice’, is a big man, idol, real estate tycoon. 45 President.”




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