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President Trump “The brand and businessman”

By David Hattersley
This article is published on: 15th November 2016

Firstly excuse the pun, but if one considers Donald Trump as a “brand” then he did one great job in getting elected as President of the USA. Somehow he sensed that the electorate had grown tired of the political elite and that the establishment needed to be changed and shaken up. That is common knowledge, after all Farage did it based on the cigarettes and beer outside a pub. The same applies to Margaret Thatcher.

Putting it into perspective though, others have gone on to challenge the established order in their respective business fields that then became global household names. The likes of Branson, Doug & Mary Perkins (Specsavers) , Michael O’Leary (Ryan Air) and James Dyson all challenged the status quo and vested elitist interests at the time, much to their dismay and their eventual demise. All the former have gone on to be recognized as global brands that have led a revolution in their fields in their own lifetimes.

In this respect President Trump has, forgive the pun, “out trumped” the recognized establishment in recognizing a true niche market that would follow him. He marketed a particular brand, appealing to a certain audience that felt that it had been left behind in the event of globalization and other ills.One now has to consider the impact on the rest of the world and its impact on investment. In his early days as President elect, he has already shown signs of an element of pragmatism, like a businessman would do towards the need to understand and temper the advertising campaign – for example, recognising what is good in Obamacare and what needs to be modified fiscally to make it a success.

It also depends on who he appoints as his “Board of Directors”, to help him carry through the reforms that are needed for his “New Company” will succeed. No doubt and hopefully, the same will apply to business in general, the need to negotiate where need be, to gain better terms, but at the same time realize the greater picture. He is after all now the CEO of the USA, and that needs to be understood first and foremost.The old order is being replaced, old perceptions will no longer be relevant, and that too can have an impact. As much as Thatcher-ism and Reaganomics changed the world, the Brexit and President Trump’s election will change it too. One has to follow that the old order has been overturned and that whilst the new company has just started, it too needs to act like a company, a far cry from the current political elite. It is almost that a revolution is taking place.

In relation to investments, this means change, but change brings opportunities. Realising this takes skill, and the selection of funds and managers that recognise that change, rather than following old ideas that are now outdated, need to be considered. At the moment though, one cannot take knee jerk reaction as the inauguration does not take place until January 2017, so investors need to keep an eye on the near future, whilst considering other investments that are unlikely to be affected by the above changes.

Article by David Hattersley

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