The first 100 days of President Trump are over. From an advertising viewpoint, The Trump Effect had an impact on brands such as CNN, Delta, Nordstrom, The New York Times, and we certainly can’t ignore all the FAKE NEWS that occurred during those initial 100 days. An online analysis taken by MavenMagnet surveyed 64,000 conversations about the beginning of Trump and how his preliminary days impacted brands. For example, Nordstroms dropped Ivanka Trump’s clothing line due to poor performance sales faired well according to the poll with a 24% positive vibe. Trump, of course, took to Twitter to say, “My daughter Ivanka has been treated so unfairly”. A brand like Lyft, on the other hand, which made an ACLU donation against President Trump’s travel ban, produced 32% negative online reaction. “Lyft’s donation to ACLU was criticized by the right-wing Trump supporters who saw it as an anti-American act of supporting illegal immigrants who were perceived to be responsible for unemployment and terrorism in the country,” a poll participant stated. The New York Times, who President Trump often refers to as “fake and failing”, received a 16% positive vibe. It’s a clear divide on President Trump’s impact on brands, very similar to the current divide amongst Americans. There has been little unification on all levels during our President’s first 100 days and some even describe those days as a lot of ‘empty noise’. We’re not sure we can describe this as a moment, but it is certainly something worth talking about.