Love him or hate him, Trump is a master of attention. His 2025 media strategy is as powerful as ever—dominating headlines, shaping narratives, and keeping audiences hooked. Brands might cringe at his approach, but there are lessons to be learned, writes Ian Maskell, Founder, P E C O R I N O, and former VP Global Marketing, Unilever.

Trump has long operated on the principle that all publicity is good publicity. Whether a controversial statement, a legal battle or a hostile debate, he manages to stay firmly in the public eye. This relentless exposure keeps Trump relevant, even when the news is negative. Brands must remember that visibility is key. Crises must be managed skillfully, but the worst thing a brand can do is disappear from the conversation. Handled correctly, controversy can be a tool for engagement and brand-building – note Nike and their Colin Kaepernick campaign.

One of Trump’s most effective tactics is his ability to repeat a message until it becomes embedded in public discourse, for example, his insistence that his 2017 inauguration crowd was the largest in history, despite clear evidence to the contrary. Instead of conceding to the mainstream media narrative, he doubled down, turning a relatively minor issue into a major talking point.

This power of repetition - if a message is delivered consistently and confidently - can reshape public perception. Brands looking to reinforce a core value or product benefit should take note: repetition works.

Many purpose-driven brands use similar tactics. Ben & Jerry’s has built a strong & distinctive positioning by taking bold political and social stances. Aligning with progressive causes Ben & Jerry's has cultivated a passionate and loyal customer base. Brands that stand for something - whether social justice, sustainability or another cause, can generate intense engagement and build a devoted following, even while alienating some consumers.

We're going to level with you here, MAD//Insight is no fan of Trump but he does know how to capture headlines and seize the narrative.

Trump understands the importance of speaking directly to a core audience. Just as beauty brands target young women and pet food brands target pet owners, he focuses on specific voter segments. His embrace of ‘alternative media’ - like Joe Rogan and Theo Von podcasts - targets young men, a demographic largely skeptical of traditional news sources. Brands must identify where their target audience consumes content, whether influencers, niche social media channels or other digital communities.

Trump generates more media coverage than other politicians. In his first 50 days in 2017, it’s estimated he generated $500 million and $1 billion in ‘media value’ due to the sheer volume of coverage. By contrast, Biden’s first 50 days in 2021 generated an estimated media value of $100 million to $200 million. A high-energy media strategy - whether through controversy, viral moments or strategic engagement, can drive extraordinary levels of visibility. Brands must use bold storytelling and engineer newsworthy moments to command attention.

Trump positions himself as an outsider fighting a common enemy - mainstream media, political elites, or global institutions, fueling loyalty and engagement within his base. This also works for Brands. Nike has positioned itself as a champion of athletes and social activism, often challenging societal norms and sparking debate. Defining the opposition - an outdated industry practice, an environmental threat or a health crisis - brands can create a strong, purpose-driven identity that resonates deeply with consumers.

The Trump playbook is built on controversy repetition, and brilliant execution. Brands should take note, in today’s attention economy, being heard is half the battle.

Ian will be writing for MAD//Insight throughout the year.