Currently, more and more cerebral types and even Everyman/Everywoman are struggling to get to the core of who Donald Trump is.
However, there seems to be no sense of satisfaction that the dots are being connected.
To help figure out the guy who is this guy in the White House, those humbled might invest the time and attention in reading the 347-page book "Trump Revealed: An American Journey of Ambition, Ego, Money, and Power." The authors are two The Washington Post investigative reporters Michael Kranish and Marc Fisher. Here you can order it from Amazon.
"Trump Revealed" covers the time span of the president's mother's youth in Scotland until daughter Ivanka's speech at the Republican National Convention.
There are amazing bits of information. For example, in 2004, Trump did host SNL. And, at one time, he leveraged making fun of himself as a branding device.
According to the authors, there were milestones in the development of his persona.
Trump started out, like his father Fred, as socially abrasive. There was nothing warm and fuzzy about those two guys who were on their way to fortunes.
Then, when Trump became a high-profile celebrity, he began to engage in rages. His staff would be warned when and when not to knock on his door.
The next transformation in persona was the success of his reality show "Apprentice." Before the audience's eyes he began to embrace traits like empathy. He demonstrated he cared about those who were told "You're fired."
Then there was the emergence of the totally confident presidential candidate, then nominee, who had the marketing sense to break all the traditional rules of putting yourself out there. Hillary Clinton wasn't as skilled in political marketing
What we come away from after reading "Trump Revealed" is that in the White House if the man of a thousand faces. There is no predicting whom he could manifest himself as tomorrow.
In his rally yesterday, in Florida, Trump returned to his presidential nominee identity of being bullish on jobs and national security. He also threw in fake news But if those memes don't work, there could emerge a whole new identity.
Perhaps the real genius of Trumpism is its Zelig-like nature. It can take on new forms, whenever needed. That could be the success takeaway from "Trump Revealed." And that's: Never hesitate to change your brand. Branding is a fluid process.
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