Brand Trump

How the developer-cum-TV star-cum-presidential candidate became a living product

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Donald John Trump wasn’t always a brand.

In fact, he was almost a movie director—until, he once said, he “decided real estate was a much better business.” That was 1964. Young Trump set off for Wharton and then chose to take Manhattan. He did some deals, built some buildings, decided they looked better with his name on them. You know the rest: Trump Tower, Trump Plaza, Trump Taj Mahal casino, et al.

But somewhere along the line, The Donald crossed into that magical world where only the likes of Oprah get to go: His name became a brand.

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