Who Needs Product Differentiation When You've Got Donald Trump?

from the branding-is-all-you-ever-need dept

Branding is everything for some companies... and anything associated with Donald Trump tends to fit into that category. Still, in an age where the ability to take an existing product and just slap your brand on it and pretend it's something new, isn't it worth wondering what the product differentiation strategy is? You see it with phone service these days, whether MVNOs or even various branded VoIP plays. It's especially common with websites, though, since it's so easy to rebrand them. We're often approached to offer such things ourselves, such as a Techdirt-branded jobs portal or a Techdirt-branded magazine subscription offering. The problem with all of these is that they have no differentiation at all. It's the identical offering that plenty of other sites have, just with a different logo swapped in. We generally turn down these offers, because they don't do much for our brand. Donald Trump, however, is not above such things. His latest, is that he's launched his very own travel site -- as if there weren't already enough travel sites online. So what might you expect from a Donald Trump travel site? Well, it promises great deals -- and you might think that includes expensive (if garish) resorts and such. However, poking around the site, it doesn't take long to discover that Trump's travel site is simply a rebranded version of Travelocity -- with the same prices and the same results (though, not displayed in as useful a manner or with nearly as much info). The best part, though, is that all of the hotels come with "Trump Deal" ratings, suggesting that Trump was letting you know where that Motel 6 ranks on his quality-meter. Except... the Trump Deal ratings just happen to be identical to the AAA ratings found on Travelocity. Apparently Trump even needs to rebrand AAA ratings in his own image these days.

17 Comments | Leave a Comment..


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  1.  

    sad...

    identicon
    Reese, Mar 28th, 2006 @ 9:11pm

    first post and i have to just feel bad for the man if hes reduced to this

    reply to this | link to this | view in thread ]

  2.  

    Trumped Reviews

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    Byron Smart, Mar 28th, 2006 @ 9:18pm

    Love him or hate him, Trump does have good some decent opinions when it comes to the travel industry. His bulidings and hotels would have all failed if not placed in fairly good locations that accomidate travel. Packages that accomidate travel and experience are best reviewed by those who expect a certain level of service.
    However, he is not going to be fair and balanced (LOL) about the reviews, because of partnerships with organizations that he will promote to promote him. So it really depends on his current business acquistions and or mergring decision level at the time of his stamp of approval. However he has been pretty on the ball with most projects... And the ones that fail he learned the art of the court system to bail out quietly without having to foreclose assets..

    So regardless it will be intresting..

    reply to this | link to this | view in thread ]

  3.  

    Re: sad...

    identicon
    Byron Smart, Mar 28th, 2006 @ 9:34pm

    However most billionaires or successful people do all methods they can once the spot is shining. His show is losing it's shine from the quality of contestants, thus he is going broader next season. He has product companies flashing their products and uses plugs more than what his hair looks like it was formed from. I dont see this being successful or even useful since I think this medium would die out when his show runs out of steam. But it might profit 2-3 million and people will not care. After all this is a man with a bad hair do, arrogant persona, and someone that people love to hate, however he redeems his bad decisions by focusing on better ones in the future..

    reply to this | link to this | view in thread ]

  4.  

    Whats Donald trump got to do with ratings

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    areef rakhangi, Mar 28th, 2006 @ 9:57pm

    Every body has his own clear mind. Donald trump is one successful man now and its his luck that he almost good at whatever he is doing. His convictions are strong and his body language perfect. He is fair well balanced many a times. Times are changing and we will have to keep looking at changes and accept them soon. You have one type of rating today and is a measurement in one form. tommorrow measurement standards may change and then there will be one common standard. But anyway i love donald trump

    reply to this | link to this | view in thread ]

  5.  
    identicon
    Skyler Westebbe, Mar 28th, 2006 @ 10:05pm

    Well it's better than Trump Ice!

    reply to this | link to this | view in thread ]

  6.  
    identicon
    WhoNu, Mar 28th, 2006 @ 10:39pm

    wish Donald would Trump that fat ass Lou Dobbs.

    reply to this | link to this | view in thread ]

  7.  
    identicon
    Riding_On_The_Coattails_Of_Daddy, Mar 28th, 2006 @ 11:48pm

    donald trump stop using aliases when you boast about your complex business intellect. just like the kennedy's, you rode in on daddys fortunes.

    reply to this | link to this | view in thread ]

  8.  

    Rebranded Rabbit?

    identicon
    giafly, Mar 29th, 2006 @ 12:51am

    ...What is that thing on his head?

    Back on topic. (Re)branding generic products has been common since the 19th century apparantly. Back then it was about e.g. selling ordinary soap in pretty wrapping to increase the perceived value. Today, it's is very common with topical Websites, as you can see if you check the wording of news stories.

    reply to this | link to this | view in thread ]

  9.  

    Branding and bottom lining.

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    Matthew, Mar 29th, 2006 @ 2:44am

    Perhaps these things won't do much for your brand, but they may certainly help your bottom line and this is why Donald Trump does it. It is worth paying attention to the actions of someone who's got more money.

    reply to this | link to this | view in thread ]

  10.  

    tomato juice

    identicon
    STJ, Mar 29th, 2006 @ 4:18am

    Campbells is doing the same thing with their tomato juice. The same factory also makes V-8. Same line, same ingredents, different label. All it is, is just catering to a different group who is willing to pay a different price. When was the last time you saw a comercial for campbell's juice?

    reply to this | link to this | view in thread ]

  11.  

    Product Differentiation Up and Down

    identicon
    Suzan Heglin, Mar 29th, 2006 @ 8:03am

    Marketing strategy is: when you're small you imitate the big guy, as close as possible, and when you're big you differentiate. Our problem is that we are still relatively small and people think we have the same product as the bigger guys because we market to a similar niche. In fact, our technology is different, better, and folks don't believe it could work because they're conditioned to believe the other technology is the only way. The challenge is to ride in the wake of the big guy without also standing in his shadow . . .

    reply to this | link to this | view in thread ]

  12.  

    Product Differentiation Up and Down

    identicon
    Suzan Heglin, Mar 29th, 2006 @ 8:06am

    Marketing strategy is: when you're small you imitate the big guy, as close as possible, and when you're big you differentiate. At APConnections, our problem is that we are still relatively small and people think we have the same product as the bigger guys because we market to a similar niche. In fact, our technology is different, better, and folks don't believe it could work because they're conditioned to believe the other technology is the only way. The challenge is to ride in the wake of the big guy without also standing in his shadow . . .

    reply to this | link to this | view in thread ]

  13.  

    A brand stands for something...

    identicon
    Brandon Zylstra, Mar 29th, 2006 @ 9:09am

    but this shows that Donald Trump stands for nothing, except taking any opportunity to grab more money... hopefully it will backfire. I for one won't ever use it, and I'll certainly have a dimmer view of Travelocity now.

    reply to this | link to this | view in thread ]

  14.  

    OK, so lets see

    identicon
    Patrick Mullen, Mar 29th, 2006 @ 11:59am

    Trump has a billion dollars, a model for a wife and does pretty much what ever he wants. He even has an awesome golf course with his name on it. You are questioning him on what again?

    reply to this | link to this | view in thread ]

  15.  

    donald's investments

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    Jaime, Jan 6th, 2007 @ 5:52pm

    why am i not surprised. theres a rumour that the trumph is to start his own phone company craze.

    but this is a very shy rumour, that smells more like some scammer tryng to use donald's name.

    can anyone confirm or dismiss these rumour.

    thx

    reply to this | link to this | view in thread ]

  16.  

    Re: Product Differentiation Up and Down

    identicon
    gracinfjgy, Apr 10th, 2007 @ 1:39pm

    you are so a fucker mendigo stupido baboso

    reply to this | link to this | view in thread ]

  17.  

    What was he thinking?

    identicon
    gracieboss, Jul 11th, 2008 @ 5:03pm

    Wonder how much Mr. Trump paid for this search engine and his monthly costs to keep it in operation? He could have paid less than $200 for his own travel site and for $49.95 had it maintained and updated for him by just listening to John O’ Hurley’s advice at www.yourtravelstorebiz.com

    reply to this | link to this | view in thread ]


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