A brand doesn’t have to be truthful to be successful, but it must never change and must deliver on its promise. Imagine that applied to the White House. The chorus of mea culpas from the political intelligentsia, pundits and reporters who never saw the Trump phenomenon coming is a striking measure of their lack of acquaintance with the science and practices of branding. Every day we buy stuff based on how we have been successfully persuaded of a brand’s distinct qualities, but we have never bought a president this way before.
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