Did you see that our very own Kevin Randall was quoted in a recent Fast Company article on the expansion of the Trump brand to South America? In case you haven’t heard, The Donald just announced his plans to build a new development in Punta del Este, a high-end resort town off the coast of Uruguay.
According to Kevin, Trump made a smart decision by extending his brand to a new international market where he has few of the image problems that exist for him here in the US. Here’s what he had to say:
“I think there’s a little bit more cache because there’s less supply. There’s so much over-saturation here.” … “We, including liberal elites, get all consumed with the political baggage, which doesn’t exist overseas: the fights in New York City with the mayor. The bankruptcies, the four that he’s had. He’s more Teflon-y overseas. All they see is the celebrity Apprentice and deals getting done.”
We think Kevin raises an interesting point that could be applied to not just to personal brands like Trump’s, but also to regular big name B2B brands: getting out of town (quite literally) can be a smart move for a brand that’s in trouble. What do you think? Should companies that are having brand problems here at home look to move into international markets in order to stay viable?
Featured image via: Ian Fernando
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