Page 119 - Midas Touch

which equals being true to your brand. That’s the solid foundation that
stands the test of time and tribulation that will keep your brand
flourishing.

Working Your Brand

I’ve always been the spokesperson for my own brand. When your brand
begins to build, you too will be faced with opportunities for greater
recognition. Being in the public eye as a developer in Manhattan started at
a relatively young age for me. My projects were big and sometimes
surprising to people, and that generated media interest. I became

accustomed to the attention, both the positive and sometimes negative. But
either way, it helped to establish the Trump brand. It helped people know
who I was, and they began to recognize the Trump name. Eventually, I
became well known outside of New York as well.

When my first book, The Art of the Deal, came out in 1987, it became a
bestseller and my recognition factor took an even bigger leap. It was
around that time that Mark Burnett read the book. Later, he said it was the

catalyst for him to strive to become a success. I know Robert was also
impacted by reading it. At that time, Mark was working as a nanny and
selling T-shirts on Venice Beach in California. Many years later, he
approached me at Wollman Skating Rink, where he was shooting an
episode of Survivor. He had rented the rink from me for the shoot, and he
discussed the possibility of doing a reality show based on me. He asked if

he could have a meeting with me in my office, and I agreed. Mark came up
and explained his concept of The Apprentice, which intrigued me.
However, I run a business and was concerned about the time it would take.
Mark said, “Donald, I promise you, no more than three hours a week.”
Believe it or not, I actually believed him! For a prime time show? Anyway,
I not only liked Mark but I liked his concept and we shook hands on it. My
advisors told me it was a risky thing to do and could damage my

reputation, image, and brand. But I’d already agreed, and I had a good
feeling about it. I didn’t know that 95 percent of all new television shows
fail—which is good, or I might not have agreed so readily.

Fortunately, the show was the number-one hit of the season, and my
celebrity factor zoomed. I became famous internationally, which had a
very positive impact on my business. It also gave The Trump Organization