Post-Election

Trump Brand A Casualty As Administration Dawns?

The Trump brand could be suffering, even as the man himself settles into the Oval Office.

The New York Times reported that “major companies appear to be re-evaluating their relationships” with the brand itself. The fallout from the presidency has been one that has hurt sales, as Neiman Marcus has said it has cut the Ivanka Trump jewelry line from its website presence. Similarly, that brand had been taken down from Nordstrom.com.

One impetus to shrinking ties between corporate visibility and Trump’s brand has been the protests that, so far, have been a hallmark of the presidency. Some sites like GrabYourWallet.org, have featured campaigns looking to spotlight ties between firms, Trump and boycotts of the former. 

NYT reported that the Trumps (that would be Donald and Ivanka) have abandoned their executive roles at the eponymous Trump organization, which extends across properties such as golf courses and hotels.

In an interview with NYT, Wendy Liebmann, chief executive of consultancy WSL Strategic Retail, said: “Retailers around the country are going to say, ‘Do we need the aggravation or not?’ It’s hard to imagine that, if a brand is really, really doing well, a retailer like a Nordstrom or Neiman Marcus would cut off their nose to spite their face.”

——————————

PYMNTS LIVE ROUNDTABLE: TUESDAY, JULY 14, 2020 AT 12:00 PM (ET)

Digital transformation has been forcefully accelerated, but how does that agility translate into the fight against COVID-era attacks and sophisticated identity threats? As millions embrace online everything, preserving digital trust now falls mostly on banks and FIs. Now, advances in identity data and using different weights on the payment mix afford new opportunities to arm organizations and their customers against cyberthreats. From the latest in machine learning for fraud and risk, to corporate treasury teams working in new ways with new datasets, learn from experts how digital identity, together with advances like real-time payments, combine to engender trust and enrich relationships.

Click to comment

TRENDING RIGHT NOW