• by Robin Lemberg , Op-Ed Contributor, January 21, 2025

As Donald Trump takes the oath of office for his second term, he stands as more than just a president — he is the most powerful master brand of the 21st century.

Over the past decade, Trump has built a brand that transcends politics, activating a movement rooted in feelings, identity, and cultural alignment.

His ability to evoke emotional intensity, embrace his extremes, and gradually appeal to the moderate middle has given him a mandate for sweeping change — one that extends beyond governance to reshaping America’s identity. 

In the emotion economy, where feelings drive results, Trump’s presidency is the ultimate case study in branding mastery. His brand doesn’t just inspire loyalty. It commands it, aligning deeply with personal, cultural, and national values.

For Trump’s supporters, he is not just a leader — he is the defender of their identity, values, and vision of America. 

For CEOs and business leaders, Trump’s brand is a wake-up call. In an era where the marketing industry has become overly focused on data, analytics, and personalization, Trump reminds us of the irreplaceable power of emotionally driven, umbrella brand strategies and go-to-market activations that elicit and connect with people’s feelings.

While many leaders focus narrowly on short-term results, Trump’s brand-building success proves that bold, consistent strategies aligned with unmet emotional needs are the key to sparking movements and achieving enduring impact. 

A Decade in the Making  

As we all know, the Trump brand we see today was not built overnight. Over the past decade, it has swelled exponentially, evolving into a tribal force that aligns with unmet emotional needs and validates deeply held values.  

The insight at the heart of Trump’s 2016 success was disenfranchisement — a pervasive feeling among millions of Americans that they were ignored, dismissed, and left behind by the political establishment, globalization and cultural elites. This sense of powerlessness, cultural marginalization, and economic despair created an emotional void that Trump filled with precision.

Brilliantly, his promise to “drain the swamp” validated frustrations with corrupt institutions, while his unapologetic nationalism made those who felt alienated by cultural shifts feel seen and valued while His campaign slogan, “Make America Great Again,” encapsulated a vision of self-reliance, patriotism, and economic nationalism, giving hope. 

The Right Feelings Spark Movements 

At the heart of Trump’s brand success is his ability to identify and own the right feelings — those that spark a movement by addressing unmet emotional needs. His mastery lies in understanding that people act not when they are told facts, but when their feelings are validated and their values are defended. 

In a nation where 90% of Republicans and 53% of Democrats in October felt  their values are under attack, according to Pew Research, Trump’s brand offers a lifeline. His supporters feel seen, heard, and empowered — creating an emotional connection that transcends policies or platforms. 

Trump owns defiance and pride. For his supporters, he represents a champion of their identity, a defender of values that they believe are under siege.

This is the foundation of his power, and it’s what every successful brand must aim to achieve: emotional alignment that feels deeply personal. 

Not just sentiment — It's Brand Equity

Trump enters his second term with a brand more powerful than ever — not just as a leader, but as a living embodiment of a worldview: 76% of Republicans feel hopeful about the country’s future, up from 41% after Biden’s 2020 victory, according to Pew Research, and feelings of pride among Republicans surged to 46%, up from 25% in 2020. 

What is powerful has been Trump’s ability to maintain and amplify these feelings over time reflects the kind of sustained emotional alignment that every CEO aspires to report in an annual meeting: a brand that grows stronger with each activation, each message, and each decision. 

The Case for Net Feelings Score (NFS) - Why Emotional Resonance Matters 

The fund-raising gap between Donald Trump and Kamala Harris in the 2024 election — where Harris out-raised and outspent him nearly 2-to-1 — highlights a stark reality: financial resources alone don’t guarantee success in today’s emotion-driven world.

What Trump lacked in funds he more than made up for in emotional resonance, amplified through social media and his unparalleled ability to build tribal loyalty.

This is where the Net Feelings Score (NFS) becomes critical in understanding his dominance. 

The Concept of NFS: Measuring Emotional Impact 

The Net Feelings Score (NFS) goes beyond traditional metrics like Net Promoter Score (NPS) or social sentiment analysis. It quantifies the emotional intensity a brand evokes — positive or negative — across various platforms and interactions.

High NFS does not necessarily mean universal approval. It reflects how deeply people feel about a brand, leader, or idea. In Trump’s case, this intensity fuels loyalty, sharing, and advocacy, creating movements that defy traditional political and financial constraints. 

At the heart of Trump’s brand success lies his unparalleled ability to evoke emotional intensity, a phenomenon that traditional metrics like Net Promoter Score (NPS) fail to capture. While NPS measures the likelihood of someone recommending a brand, it doesn’t account for the depth of emotional connection that drives action, loyalty, and advocacy. 

Net Feelings Score (NFS), by contrast, quantifies the intensity and impact of feelings a brand evokes, capturing how those emotions drive behavior and ripple outward. Trump’s 2024 campaign serves as a masterclass in the power of NFS: 

1. Intensity Over Neutrality  - Trump’s NFS was not about universal approval but about sparking strong, action-oriented emotions. His supporters didn’t merely like him—they felt validated, seen, and emboldened by his message. This emotional alignment translated into grassroots activism, viral social sharing, and earned media dominance. 

2. Sharing Over Promoting - Unlike NPS, which measures intent to promote, NFS captures the emotional resonance that inspires people to share. Trump’s supporters weren’t just recommending him - they were amplifying how he made them feel proud, defiant, and hopeful. These feelings fueled over 75% of campaign-related social media engagement and more than $5 billion in earned media value. 

3. Ripple Effects Beyond the Core - Brands with high NFS don’t just win over their core audience — they create a ripple effect. Trump’s polarizing nature heightened his visibility, ensuring his message dominated the national conversation. High NFS makes a brand impossible to ignore, amplifying its reach and impact. 

Building Movements: Embrace the Extremes, Win the Middle 

Donald Trump’s brand has significantly reshaped the Republican Party’s voter base over the past decade, attracting support from diverse demographics traditionally aligned with Democrats. The 2024 election statistics are staggering.

Increased Support Among Minority Voters:

• Trump secured 12% of the Black vote, marking the highest percentage for a Republican candidate in nearly 50 years.  

• Trump’s support among Latino voters increased from 35% in 2020 to 45% in 2024 

Perception of Party Evolution: 

• Voters are now more likely to view the Republican Party as capable of governing, ensuring safety, and addressing major issues. This positive trend has been driven by shifting sentiments among key groups, including women, independents, young voters, and minority communities.  

Union Household Shift: 

• Nearly half of union households voted Republican, reflecting a notable shift from the Democrats’ traditional working-class base, influenced by Trump’s economic and cultural messaging.  

Inauguration: Trump 2.0 Launch Day  

Trump 2.0 represents the next evolution of a master brand that has transcended traditional political boundaries. His brand is no longer just about disruption—it’s about restoration, aligning deeply with the emotional and cultural values of his supporters.

What began in 2015 as a bold challenge to the establishment has now solidified into a movement that defines not just a presidency but a vision of America itself.  

Trump 2.0 carries a unique mandate: the emotional intensity and loyalty of his base provide him with the freedom to pursue bold, sweeping change. Every rally, statement, and policy decision will be an activation moment that reinforces his brand and sustains engagement.

He knows his brand has become more than a political tool; it is a cultural force and that he has the power and the mandate to act. And act he will.   

Like him or hate him, Trump’s playbook proves one undeniable truth: feelings drive action and results. His ability to unapologetically own who he is and resonate with how people feel — no matter how fringe — has turned emotions into loyalty and movements into measurable outcomes. 

The lesson for brands is clear: in a world where feelings drive behavior, owning the right emotions, measuring them and manifesting them in every action big or small  isn’t optional — it’s essential.