Very good question.
This reminds me of something Jack Welch said regarding Obama, that Obama must have the slickest marketing campaign to have been elected.
Now if Trump is all about marketing and branding, perhaps this is a personal challenge for Trump.
Can marketing and branding and slick ad campaigns elect someone with no substance, an empty suit. Sell the sizzle cause their ain't no steak?
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I agree there is a possibilty he could alienate customers, maybe he's fed up.