Timothy L. O'Brien, Columnist

It’s Trump’s Money, Not His Brand, That Should Worry Him

Brother, can you spare a dime? Now even Deutsche Bank says no.

January 15, 2021 at 11:30 AM UTC

Timothy L. O'Brien is senior executive editor of Bloomberg Opinion. A former editor and reporter for the New York Times, he is author of “TrumpNation: The Art of Being the Donald.”

Cologne didn’t make him rich.
Photographer: Scott Harrison/Getty Images

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The Trump Organization and its namesake are going to be financially squeezed after the current president of the United States leaves office next week. But I suspect most of the company’s challenges won’t involve the Trump “brand” that has drawn so much speculation.

After all, what does the Trump brand represent? And how valuable has it been, really — even before the president alienated half of the country and untold millions overseas, bungled the federal response to a deadly pandemic and got himself impeached for the second time by convincing a confederacy of dunces, thugs and white supremacists to lay siege to the Capitol?