For example, when Jones Day was slow to match the Cravath $180K bump, that gave ammo to media to speculate what could be going on in that "black box." Soon enough, Jones Day caved but the bump wasn't applied equally to all its locations.
Now, of course, Jones Day has plenty of company in ultimately risking a loss of brand equity. And appearing cartoonish.
New Jersey governor Chris Christie, who muzzled up to Trump in better times. was too late in eventually distancing himself. That former closeness, along with Bridgegate, has helped knock his approval ratting in his home state down to about 21%.
Former New York mayor Rudy Giuliani has decided to stick with Trump. To do that, it's ambiguous if he left or was pushed out from law firm Greenberg Traurig. One wonders if he can regain career traction if Trump loses by a landslide and also can't put together a Next. Some predict any venture into cable television is doomed.
Another brand in play is that of Trump's daughter Ivanka. The New Yorker describes how her target markets for her clothing line include young professional women and working mothers. Her father's inappropriate comments about females have turned them off.
In addition, Ivanka is part of Trump Inc. Already the business decision has been made to brand all new properties "SCION" instead of "TRUMP." Meanwhile the Trump-branded businesses are taking a hit. Ivanka the businesswoman could wind up suffering for the sins of the father. She could become Yesterday's Woman.
For all of these, there is the hope of rebranding. Public relations agencies and marketing firms have become expert in reconfiguring a fresh image for damaged brands. But for that process to work, those who fall from grace have to want to change. Maybe none of the wounded brands see any need for that. And, if Trump wins on November 8th, there may be no need. All the world loves a winner.
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