How Marketing Finally Stumped Trump

Posted by Kevin Kelleher 

“I’m a builder; I know how to build. Nobody can build like I can build. Nobody. And the builders in New York will tell you that. I build the best product. And my name helps a lot.” –Donald Trump

Donald Trump was once an expert marketer. Although his beginnings were anything but humble, in 1946, when Trump was born, his family name was little known outside of New York. After graduating from Wharton and borrowing several million dollars from his father, Trump built a multi-billion dollar international real estate empire. More importantly, he made the name Trump one of the most recognizable monikers in the world.

In what seems to be the only mountain yet to climb, Trump now seeks the presidency. But has Trump lost sight of the very marketing principles that led him to such success? In searching for a message to galvanize and mobilize voter support, has he done irreparable harm to his brand? This article examines how Trump used basic marketing principles to take his name to the top, and how falling away from those principles now threatens to tear it all down.

The rest of this article can be read on Target Marketing.

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About Kevin Kelleher

Kevin Kelleher manages Analyst Relations at Return Path. He keeps technology experts informed about all the exciting things Return Path is bringing to market. In his spare time, Kevin enjoys running and fencing. Connect with him at

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