The Trump family’s business model is part of a broader shift in corporate structure that has taken place within many brand-based multinationals, one with transformative impacts on culture and the job market, trends that I wrote about in my first book, No Logo: Taking Aim at the Brand Bullies. What this model tells us is that the very idea that there could be—or should be—any distinction between the Trump brand and the Trump presidency is a concept the current occupant of the White House cannot begin to comprehend. The presidency is in fact the crowning extension of the Trump brand.
