Exclusive: Trump’s Name, Once a Brand, Is Now a Banner of Extremism

Who will buy from Trump after the chaos of his exit, and what will he be selling?

U.S. Capitol
The turmoil at the Capitol this week left five people dead and much of the country deeply shaken. Getty Images

Two days after rioters powered their way past police and rampaged through the corridors of the Capitol, everyone from lawmakers to custodial staff are still tallying the damages—a word that suddenly has many meanings.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.