Even though he was still primarily a builder, Trump had seen the way companies like Nike were making a killing on the hollow-brand model. And gradually, he followed suit. At the start, his innovation was that he branded a part of the economy that had never been branded before: high-end real estate. Obviously, there were global branded hotel and resort chains before. But Trump pioneered the idea that where you work (an office tower), where you live (a condominium), and where you play (your golf club or vacation destination) would all be franchises of a single global luxury brand. Much like
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