So now we are in entirely uncharted territory, because let’s face it: human megabrands are a relatively new phenomenon. There’s no rulebook that foresaw any of this. People keep asking—is he going to divest? Is he going to sell his businesses? Is Ivanka going to? But it’s not at all clear what these questions even mean, because their primary businesses are their names. You can’t disentangle Trump the man from Trump the brand; those two entities merged long ago. Every time he sets foot in one of his properties—a golf club, a hotel, a beach club—White House press corps in tow, he is increasing
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