Communist China’s New Brand – “Foreign Adversary”

Few marketers have been more successful in indelible branding than Donald Trump. Look no further than the myriad buildings, planes, wines, etc. that bear his name. Then, there are his foes who will always be known by the colorful nicknames he has given them.

Mr. Trump just gave Communist China a new designation. After decades in which the PRC was portrayed as a Cold War ally against the Soviet Union, then as a business partner, and most recently, as a “peer competitor,” the President gave it a far more accurate brand yesterday: “foreign adversary.”

In a new executive order clearly aimed at the Chinese Communist Party’s conglomerates Huawei and ZTE, Mr. Trump barred our telecommunications networks from using such adversaries’ equipment. Those overseas who want access to our intelligence and security assistance had better follow his lead.

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