My father used to chide me for having to get the last word all the time. To which I’d reply “No, I don’t.” Well this time I think I’m getting the first word in, or at least I believe I am, since I haven’t heard it discussed on TV nor read it in the paper. The word is branding and it’s my opinion on why Donald J. Trump is running for president.He wants to brand the presidency, put his name on it.
Trump wine, Trump steaks, Trump University. Like a dog who lifts his leg to mark everything in sight, the man has an egotistical compulsion to put his name on everything he sees. During the course of the primaries, it was brought to the attention of the press that while he really does own Trump Tower and the failing Trump casinos, many of the other enterprises merely paid him to use his name – a win/win situation for all involved, except the innocent people who spent their money on any of his brands.
While he has managed to muster enough votes to become the Republican candidate, he has also garnered criticism for not having a plan. This ties in with my branding idea. He has no plan because he doesn’t need one. If he gets in, he intends to leave running the government up to other people, his board members, so to speak.
I came upon an article in the New York Times Sunday Magazine a few weeks back, a very long one, and as I made my way through it, I thought the author, Mark Leibovich was going to touch upon the branding concept. But the nearest he came, was mentioning at one point that”Trump has outsourced a great deal of the nitty-gritty of an enormous general election campaign” to the Republican National Committee. And a little further on, he cited Trump’s “willingness to outsource the conservative ‘idea’ architecture to Paul Ryan and like-minded Republicans.”
Then at the Democratic Convention last Wednesday night when President Obama declared “The Donald is not an ideas man,” he came close, but no cigar. And I held my breath on Thursday because Hilary came closest, when in the middle of her acceptance speech she assured us that “The family I came from did not put our name on buildings.” But again, nope, no B word.
Although Mr Leibovich may never have used the word, branding in his article, the picture accompanying it is worth a thousand words.