Donald Trump has launched all sorts of new projects since leaving office, but one thing appears to missing from nearly all of them: The Trump name itself. Marketing experts believe that Trump is trying to “rebrand” his image, and doing so involves leaving off his name because it has become so toxic and divisive in America today. Ring of Fire’s Farron Cousins explains what’s happening and why it has to be so painful for Donald.

Farron Cousins is the executive editor of The Trial Lawyer magazine and a contributing writer at DeSmogBlog.com. He is the co-host / guest host for Ring of Fire Radio. His writings have appeared on Alternet, Truthout, and The Huffington Post. Farron received his bachelor's degree in Political Science from the University of West Florida in 2005 and became a member of American MENSA in 2009. Follow him on Twitter @farronbalanced