Donald Trump has built an empire around his name. This is his trademark and it serves him well. I think his running for President was part patriotism, as he clearly is worried about having Hillary Clinton in the oval office, but part was brand development.
He has made his brand “huge,” as he would say, but he may destroy it.
A brand’s strength is based on its reputation and visibility. Trump® has enjoyed a very good reputation for decades. The words powerful, smart, elegant, fabulous, best, cool and etc. are associated with Trump® buildings, products, and concepts. That means people are eager to live in Trump® towers, play golf or vacation at Trump® golf courses or resorts, buy Trump branded clothes and other products, and even pay to attend Trump® programs and events. In short, due to the appeal of the Trump ® brand, Trump the man and presidential candidate is fabulously wealthy and enjoys a perfect life, at least until he was the official Republican presidential candidate. Up to that point, he was even leading in the polls.
Trump the candidate is now in danger of destroying Trump® the brand. Since his stupid, outrageous, stumbling, buffoonish comments about a fellow named Kahn, and other missteps and oafish statements. He has fallen behind the highly flawed, untalented, constantly lying Democrat, Hillary Clinton.
The words now associated with Trump® are the same now associated with Trump the candidate. They are racist, stupid, buffoon, redneck, clumsy, ogre, oaf, out of touch, mean and it goes on. Now, soon no one will want to wear a Trump® golf shirt or live in Trump® towers, attend a Trump® seminar and etc.?
Trump the candidate has one option. Only one. He can start now to be presidential, smart, diplomatic, empathetic, kind, charming, humorous, and articulate. He must, in brief, act like a person who capable of being president. His opponent doesn’t, but may win by default if he continues to destroy Trump®.
What he needs to do at this point is called re-branding. Where this can be a very involved process for companies, it is easy here. Trump the candidate simply has to show discipline in the words that he speaks. He must speak of the economy that is terrible, of Hillary’s lying which is documented by the FBI, of her horrible time as Secretary of State where he has volumes of evidence, including dead bodies, and, I think he takes the high road, and apologizes to that fellow Khan and expresses condolence over the loss of a son in combat. That will make him seem humble and human and he needs that, more importantly, Trump® needs that.
If Trump the man doesn’t win the election, Trump® is irretrievably damaged. Don, Jr., Eric, Ivanka, Tiffany, and Barron must insist on this and he must do it for himself and for America. He really has no choice.
Postscript: If a reader has access to Trump the candidate, please send this article to him.