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In 2000 he branded himself as a "compassionate conservative"—and stuck to that message remorselessly.
He has branded himself as a business genius by flaunting and exaggerating his wealth.
Preaching a message of "peace, love and positivity", Logic has branded himself as a rapper for the millennial age.
Corbyn may have branded himself as "Monsieur Zen", but those around him will be feeling anything but calm.
Mr Warren has shrewdly branded himself as a moderate (though he subtly signalled his support for George Bush in the last election).
Jay Nixon, the state attorney general, who branded himself as an agent for change with calls to expand health care coverage and create high-tech jobs, won by double digits over Representative Kenny Hulshof, a Republican.
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Ed Koch branded — re-branded — himself as a law-and-order reform liberal.
He re-branded himself as the smack-talking, elbow-dropping, jabroni-beating, pie-eating, eyebrow-raising, people's champ The Rock.
After graduating college, he says it was clear that branding himself as an Iranian artist could have helped him financially.
Mostly, Bush got to spout off talking points, branding himself as a benign presence, who was, unlike Trump, a small-government conservative interested in "fiscal restraint".
In Indiana, Mike Braun, a wealthy former state legislator, won the Republican Senate primary by branding himself as a Trump-like businessman and outsider.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com