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Brand Biden: Old, but likeable & trustworthy

Compared to his predecessor Donald Trump, the new president does come across as somewhat colourless, and perhaps uninteresting

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Joe Biden | Donald Trump | United States

Sandeep Goyal 



Sandeep Goyal

Joseph Robinette Biden Jr took oath as the 46th president of the of America earlier this week. The sixth-youngest senator in American history when he was elected to the US Senate from Delaware in 1972, at the age of 29, Mr Biden at 78, is now the oldest president to assume office in US history, breaking the record set by his predecessor Donald Trump, who was 70 when he took the oath of office. That means Mr Biden is 40 years older than America’s median age. So, Mr Biden’s most in-the-face brand attribute is that he is “old”. No wonder, then, he has sometimes been nicknamed Sleepy Joe! Of course, Biden supporters equate his veteran status to wisdom, experience and expertise. After all, half a century in public life, with six terms as Senator and two terms as vice president would surely have given him superior “crystallised intelligence,”— the intellectual ability to use what you know, which is said to increase with age. For Brand Biden, therefore, old is gold … mature, seasoned, well-exposed, well-versed, deep.

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First Published: Sat, January 23 2021. 00:12 IST

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