The brand is strength
Even at the height of many of Trump’s controversies since entering office, he has never backed down or apologized. That changed yesterday when he signed an executive order halting his policy of separating children from their parents at the border.
Why it matters: Trump’s brand relies on projecting strength and toughness. At the nadir of his business career in the early 90’s (Atlantic City casinos, Plaza Hotel), he was unable to admit failure.
Trump at his rally yesterday… “You ever notice they always call the other side ‘the elite.’ The elite! Why are they elite? I have a much better apartment than they do. I’m smarter than they are. I’m richer than they are. I became president and they didn’t.” It’s all about him, not the policy.