Donald Trump Make America Great Again United Nation
President-elect Donald Trump poses for a portrait at Trump Tower on Jan. 17. (Matt McClain/The Washington Mail)
"Make America Great Again."
The iv words that would help propel Donald Trump to the White House were an inspiration born years earlier, when hardly anyone merely Trump himself could imagine him taking the oath of role equally the 45th president of the United States.
It happened on Nov. 7, 2012, the day after Mitt Romney lost what had been presumed to exist a winnable race against President Obama. Republicans were spiraling into an identity crisis, i that had some wondering whether a GOP president would ever sit down in the Oval Office again.
But on the 26th floor of a gold Manhattan tower that bears his name, Trump was coming to the conclusion that his ain moment was at mitt.
And in typical fashion, the first thing he thought about was how to brand it.
One after some other, phrases popped into his caput. "We Will Make America Swell." That one did not have the correct ring. And so, "Make America Great." But that sounded similar a slight to the state.
And and so, information technology striking him: "Make America Great Again."
"I said, 'That is and then skillful.' I wrote it down," Trump recalled in an interview. "I went to my lawyers. I have a lot of lawyers in-house. Nosotros take many lawyers. I have got guys that handle this stuff. I said, 'See if you lot tin have this registered and trademarked.' "
(Alice Li/The Washington Mail)
Five days later on, Trump signed an application with the U.S. Patent and Trademark Office, in which he asked for exclusive rights to utilise "Make America Great Again" for "political action committee services, namely, promoting public awareness of political issues and fundraising in the field of politics." He enclosed a $325 registration fee.
His was a vision that ran confronting the conventional wisdom of the time — in fact, it was "much the opposite," Trump said.
To relieve itself, the Republican establishment was convinced, the GOP would accept to sand off its edges, become kinder and more than inclusive. "Brand America Great Again" was divisive and astern-looking. It made no nod to variety or civility or progress.
It sounded like a death wish.
Just Trump had seen something different in the country, and in the daily lives of its struggling citizens.
"I felt that jobs were hurting," he said. "I looked at the many types of affliction our country had, and whether it's at the border, whether it's security, whether it's law and order or lack of law and order. Then, of course, you get to merchandise, and I said to myself, 'What would be good?' I was sitting at my desk, where I am right now, and I said, 'Make America Peachy Again.' "
Democrats slammed information technology.
"If you're looking for someone to say what is incorrect with America, I'thousand non your candidate. I recall there is more than right than incorrect," Democratic nominee Hillary Clinton said. "I don't think nosotros have to make America groovy. I think we accept to make America greater."
Her married man, onetime president Bill Clinton, went so far as to declare it a racist domestic dog whistle.
"I'chiliad actually old plenty to remember the good old days, and they weren't all that good in many ways," he said at a rally in Orlando. "That message where 'I'll requite yous America great again' is if you're a white Southerner, y'all know exactly what it means, don't you lot?"
The slogan itself was not entirely original. Ronald Reagan and George H.W. Bush-league had used "Let's Make America Swell Over again" in their 1980 campaign — a fact that Trump maintained he did not know until about a year agone.
"But he didn't trademark it," Trump said of Reagan.
His decision to merits legal ownership reflected a businessman's mind-set. "I recollect I'one thousand somebody that understands marketing," Trump said.
Trump System lawyer Alan Garten said Trump holds upward of 800 trademarks in more 80 countries.
The trademark became effective on July 14, 2015, a month after Trump formally announced his campaign and met the legal requirement that he was actually using it for the purposes spelled out in his application.
Having won the trademark, Trump was ambitious in protecting his thought. When his GOP primary rivals Sen. Ted Cruz (Tex.) and Wisconsin Gov. Scott Walker began tucking "brand America keen once again" into their own speeches, Trump's lawyers fired off end-and-desist letters.
Trump'south crimson trucker cap featuring the Make America Smashing Again slogan was ubiquitious during the campaign. (Jabin Botsford/The Washington Post)
More than just a hat
Trump was an impulsive and erratic candidate who ran a chaotic campaign. The one constant, it often seemed, was "Make America Great Again."
"I didn't know it was going to catch on like information technology did. It's been amazing," Trump said. "The lid, I guess, is the biggest symbol, wouldn't you say?"
At that place were plenty of snickers when his Federal Ballot Commission filings showed that his campaign was spending more on "Make America Dandy Again" trucker caps than on polling, political consultants, staff or television ads.
"An advisable icon for his failing campaign," the Washington Examiner's Philip Wegmann wrote in late October. "The millions of hats will brand fantabulous keepsakes for those who thought his populist bravado could overcome Clinton'southward unimaginative and conventional simply well-oiled political machine."
Trump saw the hats as a fundraising and advertizement vehicle. He was thrilled when his campaign headgear landed in the New York Times Way section — during Fashion Calendar week, no less.
"In the Style department, information technology was the ornament — what practise you telephone call that? — an accessory. They said the accessory of the year. You lot know the hat. You'd see people going to the fanciest balls at the Waldorf Astoria wearing carmine hats," he exulted.
As is oft the case, Trump's description is more than than a little hyperbolic. What the paper actually wrote was that the "erstwhile-school" caps had become "the ironic must-have manner accessory of the summertime," favored past hipsters for their "uncanny ability to capture the current absurdist political moment."
None of which fazed the celebrity billionaire who had debuted the hats by wearing i during a July 2015 trip to the Mexican border — or the legions of supporters who raced to snap them up. Trump had designed them himself, he said. The basic models sold through his entrada website were priced at $25.
"How many did nosotros sell? Does anyone know? Millions!" Trump said in the interview.
"It was copied, unfortunately. It was knocked off by 10 to 1. It was knocked off by others. Just it was a slogan, and every time somebody buys one, that'south an advertisement."
Nevertheless many hats he sold, what cannot be disputed is that "Make America Great Once again" caught on. Information technology was the near effective kind of political message, bite-sized and visceral.
"It actually inspired me," Trump said, "because to me, it meant jobs. It meant industry, and meant military machine forcefulness. It meant taking care of our veterans. It meant so much."
[When was America dandy? It depends on who you lot are.]
That kind of mission argument was something that Clinton's campaign — for all its poll testing and high-priced advice from Madison Avenue — struggled to articulate.
Her strategists considered 85 possibilities for a general-election campaign slogan before settling on "Stronger Together," according to an email from the account of campaign chairman John Podesta that was published by WikiLeaks.
What they were upwards against was null curt of "a marketing genius," said David Axelrod, who had been Obama's chief political strategist. Trump "understood the marketplace that he was trying to accomplish. You can't deny him that. He was very focused from the offset on who he was talking to."
While Clinton carried the popular vote, Trump lined upwards the states he needed to win what mattered: the electoral college.
"In terms of galvanizing the market that he was talking to," Axelrod said, "he did it single-mindedly and ingeniously."
Thinking reelection
Halfway through his interview with The Washington Post, Trump shared a bit of news: He already has decided on his slogan for a reelection bid in 2020.
"Are you ready?" he said. " 'Continue America Great,' exclamation bespeak."
"Get me my lawyer!" the president-elect shouted.
2 minutes later, one arrived.
"Volition you trademark and register, if you would, if you like information technology — I think I like it, correct? Do this: 'Proceed America Neat,' with an exclamation point. With and without an exclamation. 'Continue America Great,' " Trump said.
"Got it," the lawyer replied.
That bit of business out of the way, Trump returned to the interview.
"I never thought I'd be giving [you lot] my expression for four years [from now]," he said. "Just I am then confident that we are going to be, it is going to exist and so astonishing. Information technology's the only reason I give it to you. If I was, similar, ambiguous about it, if I wasn't certain about what is going to happen — the state is going to be great."
All of which raises the questions: How can greatness be measured and sensed? What does it even mean?
"Existence a great president has to practice with a lot of things, but one of them is being a smashing cheerleader for the country," Trump said. "And we're going to show the people as we build up our military, we're going to display our armed services.
"That military may come marching down Pennsylvania Artery. That military may exist flying over New York Metropolis and Washington, D.C., for parades. I mean, we're going to be showing our military," he added.
But Trump acknowledged that slogans and showmanship will not be the ultimate tests of whether the country is "peachy again."
The president-elect has an ambitious to-do list for the next four years: building stronger borders, keeping the state safe confronting terrorism, producing more jobs, repealing the Affordable Intendance Act, replacing it with something better, promoting excellence in engineering and scientific discipline, investing in modern infrastructure.
Ultimately, it will be upwards to the people for whom "Make America Great Again" was a covenant, not a slogan, to decide whether the 45th president has lived upwards to his promise.
"I think they take to experience it," Trump best-selling. "Being a cheerleader or a salesman for the country is very of import, but you still have to produce the results."
"Honestly, y'all haven't seen annihilation yet. Wait till you see what happens, starting next Monday," he said. "A lot of things are going to happen. Great things."
Read more:
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Alice Crites contributed to this report.
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Source: https://www.washingtonpost.com/politics/how-donald-trump-came-up-with-make-america-great-again/2017/01/17/fb6acf5e-dbf7-11e6-ad42-f3375f271c9c_story.html
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