Donald Trump trademarked 'Make America Great Again' the month Romney lost in 2012
CRAIG LASSIG/AFP/Getty Images


If Donald Trump is a "con man," as Marco Rubio likes to say, he's playing one helluva long con. Trump's rapid rise in the polls and success in the GOP primaries has caught Republicans and political observers off-guard, but the real estate mogul has been planning his conquest of the GOP nomination fight and, he hopes, the presidency since at least November 2012, the month Mitt Romney lost to President Obama — and Trump trademarked his slogan "Make America Great Again," The Wall Street Journal reports, citing federal records.
In 2013, Trump spoke at CPAC, and he campaigned for Rep. Steve King (R) in first-caucus-state Iowa a year later. Between 2012 and June 2015, he donated more than $1 million to Republican candidates and affiliated groups. Maybe nobody saw Trump's political success coming because he has been talking about running for president since at least 1988, when he told Oprah Winfrey that if he ever ran, he would probably win. He did briefly throw his hat in the ring in 2000, as a Reform Party candidate, but the 16 years since have been filled with feints widely viewed as publicity stunts.
Rush Limbaugh, Trump's longtime golfing buddy, said on his radio show Wednesday that looking back, "this is something Trump has been planning for years." While golfing, Trump would ask "pretty focused and intense" questions about politics, he said, but "at no point did I ever think, 'My God, this guy sounds like he's thinking of running.' I just thought it was somebody that was deeply interested and talking about things that you don't normally hear him talk about in public. But now looking back on everything that's happened, I think two or three years ago he was planning this."
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Trump's advisers say that Trump has been toying with the idea for more than a few years. "I don't think people realized he has always had presidential aspirations," Sam Nunberg, a GOP strategist who advised Trump from 2013 until August 2015, told The Journal. "He knows the voters he attracts. He knew it from the beginning." Roger Stone, a longtime Trump adviser, explained the attraction: "He likes that he's making history. His likes that his name is up in lights.... And he's having fun." You can read more about Trump's long game at The Wall Street Journal.
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Peter has worked as a news and culture writer and editor at The Week since the site's launch in 2008. He covers politics, world affairs, religion and cultural currents. His journalism career began as a copy editor at a financial newswire and has included editorial positions at The New York Times Magazine, Facts on File, and Oregon State University.
-
Does depopulation threaten humanity?
Talking Points Falling birth rates could create a 'smaller, sadder, poorer future'
-
New White House guidance means federal employees could be hearing more religious talk at work
The Explainer Employees can now try to persuade co-workers of why their religion is 'correct'
-
Real-life couples creating real-deal sparks in the best movies to star IRL partners
The Week Recommends The chemistry between off-screen items can work wonders
-
Judge halts GOP defunding of Planned Parenthood
Speed Read The Trump administration can't withhold Medicaid funds from Planned Parenthood, said the ruling
-
Trump contradicts Israel, says 'starvation' in Gaza
Speed Read The president suggests Israel could be doing more to alleviate the suffering of Palestinians
-
Trump executive order targets homeless
Speed Read It will now be easier for states and cities to remove homeless people from the streets
-
Columbia pays $200M to settle with White House
Speed Read The Trump administration accused the school of failing to protect its Jewish students amid pro-Palestinian protests
-
Florida judge and DOJ make Epstein trouble for Trump
Speed Read The Trump administration's request to release grand jury transcripts from the Epstein investigation was denied
-
Trump attacks Obama as Epstein furor mounts
Speed Read The Trump administration accused the Obama administration of 'treasonous' behavior during the 2016 election
-
Trump administration releases MLK files
Speed Read Newly released documents on the 1968 assassination of the Rev. Dr. Martin Luther King Jr. did not hold any new revelations, King historians said
-
Japan's prime minister feels pressure after election losses
Speed Read Shigeru Ishiba has vowed to remain in office