- Trump is a new world in political branding, say David Sable and Will Johnson
- His over-the-top message is a new way of reaching voters, they say
- The brand he is most similar to, in Sable and Johnson's research: Ultimate Fighting Championship
David Sable is CEO of Young & Rubicam. Will Johnson is president of BAV Consulting. Owned by Young & Rubicam Group, BAV studies brand equity. The opinions expressed in this commentary are theirs.
(CNN)"It upsets you and me, maybe -- but we're not typical Americans."