Can Trump Manage America’s Brand?


Let’s take a hard look at how he’s managed his brand in the past…

I recently asked a salesman at Nordstrom’s if dropping the Ivanka Trump brand had impacted business. “Nope,” he smiled. “A guy just came in and dropped $700 on shirts he’d planned to buy somewhere else.” Nordstrom’s stock price is up since the President went on a tweet warpath over their decision.

On the Trump-positive end of the spectrum, Ivanka’s perfume sales increased on Amazon, and after a group organized a boycott of Trump wine, retailers sold out. But politically-motivated purchases are an unsustainable long-term brand strategy.

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