Donald Trump is radically changing the "optics" of the presidency as he embraces the "pomp-and-patriotism visuals" to project himself as a unifying commander-in-chief, Maggie Haberman of the New York Times reported.
The billionaire businessman's image-building could be transformational, Newsmax CEO Christopher Ruddy told the Times.
"He wants to redevelop the brand of the presidency of the United States," Ruddy told the newspaper. "He says the brand is tarnished. He's a brand guy."
When it comes to fixing America's image around the world, Ruddy argues Trump is the right man for the job.
"His business was significantly about his brand," Ruddy added. "He built some buildings, he ran some casinos, but Trump was all about the Trump brand, and I think this is a brand job."
The Times noted that the former reality TV star of "The Apprentice" took particular care with Inauguration Day visuals that would compliment his role as a confident leader.
"Trump loves optics, and he loves brands, and he has been burnishing the optics of the presidency, which he thinks need to be dramatically improved," Ruddy told the Times.
In his inauguration speech, Trump emphasized, however, it's his performance that'll matter in the end.
"We will no longer accept politicians who are all talk and no action, constantly complaining but never doing anything about it," he declared. "The time for empty talk is over."
"If he delivers," conservative radio host Alex Jones told the Times, "they are going to build a statue for Donald Trump that's bigger and more impressive than the one they did for Lincoln at the memorial."
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