AS A SELF-DESCRIBED mastermind marketer and salesman, Donald Trump has always placed a supreme premium on the value of his brand, claiming it alone is worth billions — ascribing the greatest part of his invented net worth to the intangible monetary appeal of his P. T. Barnum carnival act.
But Trump is also the steward of the most valuable brand in human history: the United States.
Instead of Trump’s paltry few billion, the brand of America is worth trillions upon trillions, an incalculable value proposition that is undergoing the most radical relaunch since New Coke in the 1980s.
A Manhattan advertising executive for a global agency once hired to promote “Brand USA” during the Obama years tells me that the approach used then was simple and effective: democracy, independence, freedom.
The new prime minister of Canada appears aware of this context — and the dire threat to Canada’s national interest Trump represents.
Carney is a true plutocrat, fluent in the language of Wall Street and global commerce in a way that Trump can only dream of.
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