Trump & Brand Destruction


Donald Trump joined the GOP presidential race and immediately has shown he’s a force to be reckoned with. What he didn’t anticipate was that his braggadocio would be his undoing and is undermining his presidential pursuits and the GOP.

Some in the GOP may like his “telling it like it is.” When he characterized Hispanics inappropriately, I was appalled–I wasn’t alone. From the Washington Post article Donald Trump is on the rise–that’s very bad news for the GOP:

Latinos are paying attention to what he’s saying, and it can’t help but taint his fellow Republicans. As you might recall, in his announcement speech, Trump basically called every Mexican immigrant in the United States a low-life. “When Mexico sends its people, they’re not sending their best,” he said. “They’re sending people that have lots of problems, and they’re bringing those problems with us. They’re bringing drugs. They’re bringing crime. They’re rapists. And some, I assume, are good people.” In response, Univision pulled out of broadcasting the Miss Universe pageant, which Trump co-owns, and NBC dropped him as well. In Mexico, people are making Trump piñatas.

In pandering to the GOP, Trump is guilty of generalizing the specifics of a few to an entire ethnic group. Since he offered his despicable words, he has lost his show “The Apprentice” and been dropped by Macy’s, NASCAR, and other groups not wanting to see their brands associated with the Trump name. Good for them!

Companies need to diligently protect their brands. What are people saying about your brand? Does the commentary about your brand align with your aspirations? If there are gaps, what are you doing about it?

Thought for the week:

“Life is 10% what happens to you and 90% how you react to it.” – Charles R. Swindoll
What do you think? I welcome your comments!

Dave Gardner, Gardner & Associates Consulting

© 2015 Gardner & Associates Consulting  All Rights Reserved

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4 Responses to Trump & Brand Destruction

  1. Hello David-
    For once I have to disagree. I would not vote for “The Donald” but I can not agree with the Post. Republican bashing??? How many times can an illegal felon be sent home before coming back to murder an innocent woman? Think about it please! An American citizen would be locked up before five felonies were committed, but an alien can pull it off. Why??? This is absurd policy. Trump has a point even though he is not very articulate about social issues.


  2. Dave Gardner says:

    Hello, Dr. Cayton…my post did not touch on the tragic loss of a woman in San Francisco nor did the Washington Post. I will very likely create a post about that specific incident as there are clearly conflicts in expectations at Federal, State and local levels. I’m glad to hear you would not vote for Trump.


  3. Thank you for your reply.

    The real issue is that a person who merely comes across the Mexican-American border is guilty of a misdemeanor. So your gardener or maid is not going to get sent back and does not need a “safe haven” city. When convicted of serious drug sales, being part of a drug related distribution gang, robbery, rape, murder, killing people in car accidents while intoxicated, and other crimes, illegals too often just get released or sent back to their home country. They return again and again-they have more freedom than citizens. An American Citizen committing the same crime would be put into jail and prison. And, Mexico will not extradite persons accused of several serious crimes. Hiding out for awhile in Mexico is part of their repertoire.

    Again, this has nothing to do with an illegal alien, your maid or gardener, who does not break serious laws and get convicted of felonies.

    This is being “politically correct” beyond the point of stupidity. We also have this problem that many citizens do not want to accept the fact that State laws trump Local laws, and Federal Laws trump State laws-this was the issue in the American Civil War. If we as individuals or groups do not like a law, we have the right and obligation to try to get it changed. But we have to live with it until then.

    Both political parties are guilty of this flagrant narcissism- “If I personally do not like the law I do not have to obey it, like everybody else, because I am special and above the laws. Laws are for other people, not me, because I am so wonderful and special”.

    This creates the government of men (individuals) not the government of Law. Do we want to return to the law of the old west where we all wear side-arms, and the fastest draw is correct by definition.?? This is crazy!. It is a growing problem.

    I am sick of this kind of self-centered grandiosity. It has no place in our society.
    James Cayton, Ph.D.


  4. Dave Gardner says:

    I don’t believe cities should offer “safe haven” to anyone who hasn’t immigrated legally. The guy who killed the woman said he was in SF because he was protected and felt safe. Too bad the woman he killed didn’t enjoy the same benefit. Immigration is a federal issue, not a local or state issue.


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