Donald Trump On Branding - Brand Identity Guru
Love him or hate him, one thing is certain: Donald Trump is a successful guy. We don't have to sum up his accomplishments for you, because his name speaks for itself. Everything he does has his name behind it and, when you hear Trump, you know it's going to be over the top in quality and style. How many real estate developers you know by name? Of those that you know, how many of their projects do you remember? Even a layman knows that Trump owns golf courses, hotels and office buildings around the world. The fact that you know Trump (and you know his business) means that he understands the value of brand. Building his brand is as important to him as anything else in his business. It's what gives him power to make deals, negotiate contracts and get things done. Don't take my word for it, Mr. Trump talks about the value of his brand in his new book How To Get Rich: "...using my name on a building carries with it a promise of the highest quality available and at least a $5 million price tag. That's just for the name, because it will be worth it to the developers, and they know it. That building will be up to my standards."..."what's in a name...can be (worth) far more than I ever could have imagined." It didn't happen overnight. Donald Trump has been building his brand since 1974. He knows that brand building takes dedication, tenacity and focus. He also understands that it is a responsibility. Because he promises the very best, he makes damn sure that he delivers it. Watching how Mr. Trump works is insightful to all brand builders, but I think one thing shines as gold. You need to deliver what you promise EVERY SINGLE TIME. That's the only way to get people to trust your brand and to believe in your product. Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations. Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies. |
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