The Donald’s Branding Fails: You Can’t Surf on a Broken Board!

Riding a giant, rogue wave of middle-class frustration, he surfed from well outside The Beltway all the way into the Oval Office... ...but if President-Elect Donald J. Trump isn't careful, that board of his will fall apart, throwing him into a roiling sea of public rebellion that could wash him right back out the White House door. The reason?  Donald Trump's surfboard has been forged from the mass appeal of his powerful (if morally questionable) personal brand, which is what William Arruda defines as one's "unique promise of value". And just as Trump's controversial brand is what others have come to expect from him, your brand is what others have come to expect from you. Trump's promise to the world has had many dramatic components:  build that southern wall... jail Hillary Clinton... "drain the swamp" in Washington, DC... register every American Muslim... deport every illegal immigrant... bring the jobs back to the Rust Belt... and do whatever it takes to Make America … [Read more...]