Lessons from Donald Trump's political apprenticeship

05/18/2011 | Harvard Business Review online

Donald Trump's abortive presidential campaign holds an important lesson about the power, and limits, of celebrity, writes Grant McCracken. Trump undoubtedly believed there was no such thing as bad publicity, McCracken writes, but the mockery aimed at him by the president and others did serious damage to his brand. In the post-Trump world, McCracken argues, marketers and publicists will be more cautious about subjecting themselves and their brands to the media spotlight.

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