If Donald J. Trump still carried the family moniker of Drumpf, do you think he’d emblazon it atop his hotels? Do you think that more than 60 percent of primary voters in his home state of New York would have chosen him?
As late night talk show host John Oliver of HBO recently noted, Trump’s ancestors changed the family name centuries ago, and the billionaire developer, promoter and presidential candidate is no doubt thankful every day for their foresight. Because, in the world of branding, names matter. -- Except when they don’t.
