The Trump Card

Image by Gage Skidmore

Image by Gage Skidmore

For most people in America and across the globe, Donald Trump running for President of the United States was nothing more than a somewhat amusing, but mostly annoying, joke. The tone was set early in the campaign by jabbing at his hair, his short temper, and his overall blatant ignorance. Oh what fun! To have such a silly situation before us. We all jest, not giving it more than a second thought.

But then something unexpected happened.

Donald Trump, the host of The Apprentice Trump, the builder of “A great great wall” between the USA and Mexico Trump, the “global warming was created by and for the Chinese” Trump, yes, that Donald Trump… is leading the polls.

And not only is he leading, but he is really leading.

If you didn’t already know, and even if you did, chances are you are thinking, “What the actual ****.”

Alright, so how did this even happen?

Donald Trump gained his following the same way that all successful bands gain a following. He filled an opportunity gap in the market, not by offering a different idea or policy (except maybe that wall…), but by offering authenticity in the political landscape.

Think about it. When is the last time you listened to a debate that didn’t sound like the candidates spent the last eight hours cramming with their speaking coaches? Our political candidates are coached to use certain trigger words, and not use others, are masters of double speak, and will even to just flat out lie to their running mates. They are taught to speak like pieces of polished writing, and it comes off as trite and distanced from reality.

Trump is one of those rare unicorn-like politicians who says what he thinks, and means it. And people are connecting with that. Regardless of his seemingly outlandish ideas and politically incorrect language, his authenticity is what is making a difference. Whether or not Trump will actually make it into the White House is yet to be determined, but one thing is for sure, his personal brand is really working for his campaign.


Today, people are vividly aware of what is real and what is not. From the food we eat, to the music we hear, to the people we talk to, and to the ads we see, we know if what we are experiencing is honest. If your brand isn’t true to your cause, people will see right through it. Want to be an authentic brand? It is as easy as Donald Trump makes it out to be:

Be what you are, say what you think, and mean it.

Ariane IzzoComment