Trump Is Just Being Trumpy

Today, I was asked what effect Donald Trump’s supposed presidential run is having on his personal brand.

In my opinion, Trump’s flirtation with the presidency doesn’t impact his brand value one way or the other.  This is because – whether he originally intended it or not – Trump has had a bifurcated brand for years.

Trump has a business side and a farcical side. The farcical or “personality” side is what’s enabled him to create (and – hellopublicize) entertainment properties, because it drives him to behave in an entertaining way.  In his real life, he’s a paunchy, weird-haired real estate guy, so to be entertaining, he needs to be over the top.  Brad Pitt can just stand still and attract attention; Trump cannot. Donald’s got to jump up and down to draw interest.

This means that people expect to see Trump behaving in an outlandish sort of way, so his “presidential bid” isn’t new news: it’s just The Donald being wacky again.

Therefore, his recent jaunt through Kookytown (a) doesn’t impact people who expect it (and that would be everyone by now), and (b) wouldn’t put off anyone who actually wants to do real business with the Trump Organization (those who ignore stunts and would be interested only in the deal they were getting), so… this is Donald Trump status quo.

Let’s clarify: I loathe what’s happening and agree with The New Yorker’s David Remnick regarding the reasons for Trump’s behavior.  But that wasn’t the question and, unfortunately, our pseudo-celebrity culture – in which many don’t think any deeper about a person’s character than what dress she wore to court – will simply bump along the surface before moving on to its next source of amusement.


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