Posted by David Oates 2 months, 2 weeks ago

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This President’s brand is about as consistent as a teenage driver taking the wheel on the freeway during rush hour. His actions in the last week alone showed severe “Jekyll and Hyde” tendencies. On the plus side, Trump displayed a warm, compassionate side — damn near presidential I would submit — when he toured some of Houston’s emergency shelters last Saturday. 

What followed three days later, though, looked like a complete reversal by the President when he announced a decision to end DACA, the Obama-era deferred action for childhood arrivals. Taken together, it appears Trump does put young people's welfare ahead of his own, but only on even days.

Think about it for a minute. Here’s the leader of the free world putting caring hands on parents and their kids while packaging up food for those in need, never once asking them for their immigration or citizenship paperwork. At that moment, Trump’s approachability and assistance to his fellow human being made him, dare I say, likable. Detractors were forced to acknowledge that the President did the right thing and his base of supporters felt vindicated, if only for a moment.

So why would he then decide that the next Tuesday was an appropriate time to declare an end to work permits for undocumented immigrants who arrived in the country as children; the so called “Dreamers” who came to the US illegally, but not of their own choice? The act defied calls by prominent Democrats and Republicans not to end the program. While Trump delayed the decision for six months to allow Congress to take up legislation on the matter, his statements ran counter to the persona he showed in Texas just days earlier. What’s more, it’s not the first time we’ve seen this manic swing of positions and attitude from Number 45.

Whether you agree with the policies or not, the fact remains that following this President is utterly exhausting. Most Americans spend some time trying to put Trump’s activities into some consistent pattern, only to realize the impossibility of rationalizing his thought process. As a result, voters become anxious, frustrated and disappointed. Trump’s brand warrants a one-word definition — confusion.

Marketers take note. An organization’s brand must strictly adhere to a set of guiding principles and be precise as well as regimented in how it expresses them. Stakeholders demand consistency in experiences and expectations. The lack of either one will leave them scratching their heads and seeking alternatives. Take a good look at your brand promise and all the touch points you manage for both customers, prospects and partners. It's vital to ensure you offer the same quality interaction throughout the organization. If you don’t, bad things will happen.

Such is now the case with Trump. His all-time low approval ratings mean the President has already lost all but his most loyal base; which is not nearly enough to win re-election, let alone remain in office through his entire first term. Trump’s conflicting antics are expected to continue, and will ultimately be his downfall. I predict he will resign the Presidency within the next 18 months, all due to his brand inconsistency.

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