Brand Biden: Old, but likeable & trustworthy

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

US President Joe Biden, Jill Biden

Joe Biden is sworn in as the 46th president of the United States by Chief Justice John Roberts as Jill Biden holds the Bible during the 59th Presidential Inauguration at the US Capitol in Washington

Sandeep Goyal
Joseph Robinette Biden Jr took oath as the 46th president of the United States 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”.
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of or the Business Standard newspaper

Don't miss the most important news and views of the day. Get them on our Telegram channel

First Published: Jan 23 2021 | 12:12 AM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers.

Register to