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JAN 10, 2014 - TheStreet

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The Donald's Trump Card: Himself

NEW YORK (TheStreet) -- In his book Predicting Market Success, Robert Passikoff discusses the recent phenomenon of the human brand: a person who is the face, embodiment and often the name of a company. Passilkoff writes, "Whether these people are brands themselves, such as Martha Stewart or Donald Trump, or are spokespeople for brands, their humanity brings a certain twist to the branding process." That can be an asset, he explains. "These days it's tougher than ever for marketers to distinguish their brands from the competition and engage with consumers." Human brands are especially hard ... Read More

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