BRANDFACT#1: Be like Donald Trump
I just watched an episode of The Apprentice. Donald Trump is a brand. He's his own man. He stands for something. Excess. People are dying in Iraq so that other people can enjoy the right to aspire to be like Donald Trump. Let's face it, if he didn't exist we'd have to invent him. He's a symbol. He is uncomplicated. He has a simple message: "I am so wealthy and successful that I can get away with this hairstyle. But you can't..." He has everything a great brand needs. So don't worry if your brand looks a little daggy. If it's outrageously successful, you can give them the bird. Donald Trump, you're hired!