As The Trump Brand Take A Nose Dive, New York Real Estate Carries On

The presidential campaign has taken a toll on the once strong brand.

By Jeff Vasishta October 27, 2016
Eric Urquhart /

You don’t need to be a seasoned marketing executive to know that as branding endeavors go, Donald Trump’s run for the White House has been like a sky dive with no parachute. The Trump name appears to be free-falling among those who can afford to buy his condos. Some residents of his New York buildings want his name taken off the front awning and now comes news that his new line of hotels will bear another moniker altogether.

Related: Real Estate Moguls Aby Rosen And Jared Kushner Becoming Estranged? Let The Billboard Battle Begin

“I’d say his brand is badly damaged,” understated the usually diplomatic Sir Richard Branson, on CNN.

“This is just the middle of the end for Trump,” said the more direct Mark Cuban on CNBC. “Not just for his run for the presidency but for his brand, his properties and his businesses. He’s been scorched and the whole thing has a chance of going down with him.”

Despite the branding debacles that were Trump Vodka, Trump University, Trump Mortgages, Trump Steaks and more, his real estate empire stayed intact. Kind of like Mick Jagger salvaging a career-torpedoing solo album with another Stones tour. A sure sign that there’s a fire in the hole is the news that Trump’s new hotel line will not bear his name but rather, the name Scion. Odd because it didn’t do much for Toyota when they used the it for millennial car buyers.

The whole thing is ironic. One of the reasons Trump stated that he chose to start his real estate career in Manhattan was because he preferred to sell apartments to rich celebrities instead of the working poor. So why he chose to hitch his gold plated name to poverty stricken, uneducated whites outside of New York—who could never afford to stay in his pricey penthouses—is a mystery. In a campaign themed with racism,mysogeny and just about every form of bullying and bigotry out there (even Native American Indians and the handicapped weren’t spared) he’s found a plot, dug the grave, lowered the coffin and thrown the dirt back on top of Brand Trump.

Thinking of buying in New York and were considering a Trump condo but are now worried about the stigma? Here are a few new high-end developments that could keep your credibility intact.

53 W 53rd

Steel, glass and a whole lot of class. This is where the one percent of the one percent come to chill after international jet setting, yachting and putting strings of diamonds in Champagne glasses or whatever they do. Sorry, but Trump who?

30 Park Place

The Lady In White. The cross roads of opulence and elegance. Not much chance of the Trump alt right crowd holing up here for a night or two. If they did they may find themselves having to reconcile sharing an elevator with Saudi oil tycoons, Chinese steel magnates and Russian oligarchs. Wonder how they’d feel about that?

70 Vestry

Luxury in limestone. Fancy having Tom Brady and Gisele Bunchen as neighbors? A cool $7 million will get you in the conversation. Slip off those Louboutin heels, walk over hardwoods so smooth, you want to spread it on toast and admire the views of the Statue of Liberty, while you think of the many immigrants who came here to make America what it is. Mexicans included.


Jeff Vasishta



Jeff is a writer, husband and father but not necessarily in that order. As a music journalist he counts Prince, Beyonce and Quincy Jones amongst those he’s interviewed. He's also owned and flipped homes in Brooklyn, NJ, CT and PA.

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