Iowa Exposes Trump's Brand Problem

Well, Cruz made history this week in Iowa, becoming the first Hispanic candidate to win a presidential caucus or primary. This was all very confusing for many Latino liberals, who refuse to acknowledge Cruz's victory as a legitimate breakthrough because they don't consider Cruz to be a legitimate Hispanic. It's not just white Democrats who try to marginalize Hispanic Republicans as inauthentic. We Latinos can play that game as well.

Rubio also has reason to be proud. He nearly tied Trump for second place. My favorite line from Monday night was a spontaneous outburst from one of his backers. The senator said to a group of supporters: "They told me I needed to wait my turn." A woman in the audience shouted: "It is your turn!" We shall see if voters in the next three states -- New Hampshire, South Carolina and Nevada -- agree.

And what about Trump? The mesmerizing political outsider, who promised voters in Iowa that, if he is elected president, America will never stop winning, exited the state as a loser.

That raises questions. Trump knows how to win, but does he know how to lose with dignity? His concession speech in Iowa was gracious enough. Before the pundits could gloat over the fact that the one-time GOP front-runner had come in second, Trump was out in front of the story gushing his affection for Iowans.

But how long will this kinder, gentler Trump be with us? If he loses New Hampshire, will he still be as magnanimous as he saunters into South Carolina?

The Palmetto State is Trump's to lose, judging from the polls. His "Make America Great Again" populism is a good fit in the South.

But the businessman could still snatch defeat from the clutches of victory if he loses the first two contests and appears angry and bitter about it. No one wants to see a billionaire play the victim.

Perhaps some personal rebranding is in order. Trump likes to brag about having rescued dozens of distressed companies over the years and breathing new life into them by changing things up.

Coming off his defeat in Iowa, it might be Trump who needs rescuing. If his old brand is now associated with losing, he'll need a new marketing plan when he gets to New Hampshire.

Because if he loses there, Americans might conclude that the candidate who perfected the art of the deal can't close one with voters.

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Ruben Navarrette's email address is ruben@rubennavarrette.com.