Trump phenomenon as a case study
What results from interpreting the Trump phenomenon as a case study in “brand and reputation management”? How does it apply to the communications sector? Let’s give it a try.
Brand Identity and Personality
The slogan “Make America Great Again” was first used in the 2016 elections. It created a “brand legacy” extending into 2024. It’s not just a slogan; it also became a unifying element that made followers feel part of a community.
The core character of the Trump brand relies on “rebelling against the machine” and “breaking the mold.” This points to an archetype that both inspires admiration (courage, honesty, straight talk) and provokes sharp reactions in opponents.
During the campaign, bold statements were used. These were combative, like “I can do what they couldn’t” and “they want to undermine us.”
Black, Latino, and Muslim voters were brought together under a shared sense of “similar problems.” While preserving the main brand promise, Trump crafted messages with attention to the unique sensitivities of various subgroups. For instance, economic challenges were highlighted to reach all groups. Foreign policy failures were also emphasized with the subtext “Biden left you high and dry.” (moving together against a common issue)
Trump did not separate his personal eccentricities (tweets, off-the-cuff speeches) from his brand. Chaos was part of his image. This enhanced perceptions of authenticity. His rough, unfiltered style made him “real.”
Storytelling and Emotional Connection
Slogans like “Make America Great Again” and “Fight, fight, fight!” were repeated often, creating a memorable rhythm. Instead of complex sentences, he preferred phrases that everyone could easily recall.
Instead of detailed policy narratives, he highlighted a general promise of “saving the country.” In this way, people focused less on the execution details. They paid more attention to the ultimate goals. Simple messages stood out amid rivals’ complex narratives, grabbing attention.
Trump’s messages were built on basic emotions. These include fear, with the sense that the country was slipping away. There is also anger, stemming from resentment toward the elites. Lastly, hope is present, reflecting the desire for economic revival.
Trump used crises like attempted assassinations and lawsuits against him to reinforce the brand. He crafted the narrative of a “hero who rises again.” He reframed the context. The message “I’m still here despite all these attacks” further supported his brand stance.
By partially bypassing traditional media, he focused on platforms like podcasts, YouTube, or influencers who reach younger audiences. In his interviews with influencers like Joe Rogan and Adin Ross, he created a relaxed conversation atmosphere. He projected a more “human” image. He also projected a “sincere” image.
Now, if we look at this purely from a “brand management” perspective, we see certain points that are worth noting. But what about “reputation management”?
Traditional reputation management involves measuring a brand’s trustworthiness, respectability, ethical stance, and broad acceptance. Through this lens, the Trump brand does not fit into the “respectable” category.
Trump is loved by half of America and hated by the other half. The 34 charges he was indicted on are serious. Allegations of election manipulation exist. Civil lawsuits add to the issues. These factors would damage the reputation of any “respectable” brand. Most brands would suffer serious reputation loss with such baggage. Mainstream media (CNN, NYT) and the elite circles often depicted Trump as chaotic, unreliable, and morally problematic. Even the idea of associating such characteristics with the concept of reputation would be unthinkable!
Trump managed his reputation not with a “clean and shiny” image but with his own unique strategy. The traditional approach avoids risk and seeks broad approval. Trump, however, embraced risk and created niche loyalty through polarization. This raises the question: Is reputation about everyone loving you, or about enough people defending you? For Trump, it was the latter, and that got him to the White House.
In Conclusion
Trump’s 2024 campaign is a perfect example of a strategy that aims for short-term results. It uses high doses of emotionally charged and sharp messages to achieve mass mobilization. The campaign shows how negative emotions like polarization, fear, and anger can be strong levers. It also demonstrates how simple, repetitive, and clearly targeted slogans can carve out a place in the public memory.
In this context, it contains important lessons in terms of communication and brand management. It also has a “reputation” dimension!
Politics is about “winning” by reaching a “sufficient” number of people within a certain time frame. Reputation management, however, is like a daily test of trust in the eyes of consumers. And once it’s damaged, it’s very hard to repair!
If we are to draw a conclusion from the Trump phenomenon, it is this: Simplicity has undeniable power. Consistent repetition and emotional connection are crucial in communication. However, it’s equally clear that brands must blend these elements with an inclusive language. A positive approach is essential for reputation and loyalty.
For brands, creating a stark “us vs. them” division — risking losing one group while winning another — comes with many dangers. The critical point here is to keep an approach that centers on unity. It should focus on unity rather than polarization. It must emphasize sincerity rather than insult. The approach should prioritize genuine value rather than manipulation.
Ultimately, Trump’s 2024 strategy is like a striking lab experiment for the world of communication. Brands can learn “simplicity and emotion are essential for strong impact.” But they must also remember the need to protect brand values. They should maintain a long-term reputation with an ethical and strategic management model.
In the commercial world, the criterion for success is not a one-time “victory.” Instead, it is the ability to build a consistent chain of reputation. This chain must last for decades.