Whatever you think of his personality or politics, it’s impossible to deny the success of Donald Trump as a brand. Supporters and detractors across the world are transfixed by his second term as US president.
And so far, many corporate brands appear keen to get alongside him. The leaders of Tesla, Amazon and Meta were all prominent guests at Trump’s inauguration in January 2025.
By then, Mark Zuckerberg had already shifted company policy on fact checking to be more aligned with the political wind. Weeks later, retail giants Walmart and Target had rolled back diversity, equality and inclusion (DEI) initiatives.
