Target No. 1: The President’s Brand

Recently, I read an article in Ricochet that discussed Trump properties as potential targets. I am just expanding on that with my own opinion.

Terrorists have long targeted Western – particularly US – interests. Embassies, consulates, military installations and personnel have all been on the radar. Even tourist locales where Westerners gather (think Bali or even Nice’s Promenade des Anglais) have been attacked by those wishing to promote their message. In 2001, terrorists attacked some of the most recognizable symbols of American power: the World Trade Center and the Pentagon. The US Capitol Building was allegedly the fourth target. The goal was to hurt America in retaliation for occupying holy lands, and for killing Muslims..

On January 20, a new target emerges: the American Brand. President-elect Donald Trump has built his name into a global brand. His name graces properties around the globe in places like Turkey, Azerbaijan, the Philippines, Dubai, and India, as well as places all across the US. Until now, his high-rises and golf courses were just Trump properties. Come January 20, those properties become synonymous with the president himself.

For terrorists, attacking the Trump properties will be attacking America and attacking the president. With Trump, the man and the brand are indistinguishable. What better way to expose the weakness of America than to attack the president? Or at least his brand. Throughout his campaign, Trump continuously called for a ban on Muslims, angering many. This is a man who likes to talk about how strong he will be on terror, who has said he could find common ground with Russia in fighting terrorism. (It should be noted that Russia’s strategy of fighting terrorism is basically kill everybody. See: Aleppo and Grozny.) These statements surely did not go unnoticed in the jihadi world. Attacking a Trump-branded property would send the message that this new, tough-talking president is no match for the soldiers of Islamic State.

Jon Gabriel recently wrote some uncomfortable thoughts about the threat, citing the financial risk but more so the physical threat. Those properties are home to thousand of people, including businesses, residents, workers, and guests. Because some of these places exist in the areas they do, security concerns will have already been addressed. I can only assume property managers have put together a plan for additional security since the election of Trump. “Traditional” means of security may not be enough. As we’ve seen in the past year, terrorists are using any means available to attack: from axes to trucks.

While Gabriel points out the very real threat to Trump properties overseas, the domestic threat is just as real.  From last December’s attack in San Bernardino, the Orlando nightclub shooting, the pipe bombs in New York, and the attack at Ohio State University, to the countless foiled plots, we’ve seen an increase in homegrown terror. Trump Tower – the gilded White House in Manhattan – will have layers of security, especially when the First Family is in residence, but his other properties won’t likely benefit. Take, for example, the Trump International Hotel in Las Vegas, a 64-story tower of rooms and residences, housing two restaurants and a spa, that sits near the Las Vegas strip. It is arguably one of the busiest places in America. The tower also is across the street from the Fashion Show Mall, a complex with nearly two million square feet of shopping. Needless to say, it’s a busy area. It relies on tourists. If it were to be attacked, it could result in massive casualties.

Another property to highlight is Trump’s Washington DC hotel. The newly-opened property has already hosted businessmen and diplomats. Whether they are trying to curry favor with the new president is not yet proven, but it makes for interesting speculation. Whatever their reason for staying at the Trump International Hotel, they may be putting themselves at risk. If terrorists were to attack a Trump-named hotel filled with dignitaries, what kind of hit would the president, his family and his properties take, personally and financially? How would other countries feel? If a president can’t keep people safe inside his own properties, how does he keep Americans safe?

The Trump brand will become America’s brand, possible one of the most famous brands in the world. Even an attempted attack would make headlines across the globe. A successful one would boost the IS brand. Terrorists crave the attention, the media coverage.That the president-elect’s name graces these properties has made them a target, like it or not. Whether or not anyone will attempt an attack – let alone succeed – remains to be seen. This is a unique scenario, and is a very real threat. It is one I don’t wish to see played out.