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.
Sign up for Today's Best Articles in your inbox
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.
-
Why some people remember dreams and others don't
Under The Radar Age, attitude and weather all play a part in dream recall
By Chas Newkey-Burden, The Week UK Published
-
The Week contest: Hotel seal
Puzzles and Quizzes
By The Week US Published
-
New FBI Director Kash Patel could profit heavily from foreign interests
The Explainer Patel holds more than $1 million in Chinese fashion company Shein
By Justin Klawans, The Week US Published
-
Trump seeks to end New York's congestion pricing
Speed Read The MTA quickly filed a lawsuit to stop the move
By Peter Weber, The Week US Published
-
Trump officials try to reverse DOGE-led firings
Speed Read Mass firings by Elon Musk's team have included employees working on the H5N1 bird flu epidemic and US nuclear weapons programs
By Peter Weber, The Week US Published
-
Trump blames Ukraine for war after US-Russia talks
Speed Read The US and Russia have agreed to work together on ending the Ukraine war — but President Trump has flipped America's approach
By Peter Weber, The Week US Published
-
Musk's DOGE seeks access to IRS, Social Security files
Speed Read If cleared, the Department of Government Efficiency would have access to tax returns, bank records and other highly personal information about most Americans
By Peter Weber, The Week US Published
-
Senate confirms RFK Jr. as health secretary
Speed Read The noted vaccine skeptic is now in charge of America's massive public health system
By Peter Weber, The Week US Published
-
Trump lays out plans for broad 'reciprocal' tariffs
Speed Read Tariffs imposed on countries that are deemed to be treating the US unfairly could ignite a global trade war and worsen American inflation
By Peter Weber, The Week US Published
-
Top US prosecutors resign rather than drop Adams case
speed read The interim US attorney for the Southern District and five senior Justice Department officials quit following an order to drop the charges against Mayor Eric Adams
By Rafi Schwartz, The Week US Published
-
Senate confirms Gabbard as intelligence chief
Speed Read The controversial former Democratic lawmaker, now Trump loyalist, was sworn in as director of national intelligence
By Rafi Schwartz, The Week US Published