Politics, especially in the United States, operates by the same standards as the marketing of products. A politician not only represents a specific brand of politics, but also stages himself as a brand, distinguishing himself in the fight for voter votes through conscious branding. In addition to positioning within the current political coordinate system, a special role is given to the view of history. In this regard, it is noticeable that not only Donald Trump, but also Barack Obama, communicatively sets a path into the future that begins in the past.