During the 2008 election cycle, Mitt Romney was often accused of treating politics more like a consumer-focused business than an exercise in leadership. “My view is, we ought to double Guantanamo,” he said, radiating the sense that if primary voters wanted something, anything, he’d be willing to sell it. His strategists obsessed about creating and selling “Brand Romney.” To many, these efforts made him look like a crass twit, a market researcher’s caricature of the perfect Republican candidate, even as he came in second-place for the GOP nomination. This election, however, Romney may have to compete with Donald Trump.