The Republican Party’s National Convention marked a significant attempt to reshape the public perception of former President Donald Trump. Emerging from the shadows of his tumultuous presidency, Mr Trump was presented not just as a party leader but as a living martyr, a survivor of an assassination attempt. This narrative shift is intriguing, yet it is fraught with contradictions that may challenge its effectiveness in broadening his appeal. Mr Trump’s convention speech was a departure from his previous rhetoric, and was aimed at painting him as a unifying figure.

He spoke of healing divisions and serving all Americans, a stark contrast to his often divisive and confrontational past. This newfound tone, however, was undercut by his immediate pivot to blame Democrats for the country’s woes and his continued insistence on being the saviour of democracy ~ a democracy he is accused of undermining. The portrayal of Mr Trump as a softer, more compassionate leader was a key theme of the convention. Personal stories from friends and allies highlighted his kindness and commitment to individuals, attempting to humanise a figure often seen as abrasive and self-centred. This rebranding effort, though sincere in presentation, struggles against the backdrop of his welldocumented history of inflammatory rhetoric and divisive policies.

A particularly powerful moment came when Mr Trump recounted the details of his assassination attempt. His vivid description aimed to evoke sympathy and underscore his resilience. Yet, this personal anecdote, while moving, does little to address the substantive policy issues that voters are concerned about. The absence of detailed plans for his potential second term was glaring. Promises to end inflation, secure the border, and reduce taxes were made without concrete strategies or specifics, raising questions about the feasibility and sincerity of his pledges. The convention also revealed a strategic ambiguity regarding his opponents. Mr Trump barely mentioned President Joe Biden and Vice President Kamala Harris, a move that could be interpreted in multiple ways. It might reflect confidence in his campaign’s strength or uncertainty about the Democratic ticket. Regardless, it leaves a gap in the narrative about what distinguishes his vision from the current administration’s, beyond broad and oftrepeated critiques. The GOP’s attempt to rebrand Mr Trump hinges on a delicate balance.

They seek to present him as a seasoned, compassionate leader ready to unify the nation, while still harnessing the aggressive, outsider persona that initially propelled him to the presidency. This duality may resonate with his base, but it risks alienating swing voters and moderates who are critical to securing a broader electoral victory. As the campaign progresses, it will be crucial to watch how Mr Trump and his party navigate this rebranding. Will they be able to maintain the narrative of a compassionate unifier without slipping back into divisive rhetoric? Can they provide the detailed policy proposals that voters crave, or will they rely on the same broad promises that have characterised Mr Trump’s political career?