Donald Trump made a lengthy speech Thursday night to cap off the Republican National Convention, officially accepting his nomination as presidential nominee for the Republican Party. The speech wasn’t short of criticism of presumptive Democratic presidential nominee Hillary Clinton, who will be making her own address at the end of next week’s Democratic National Convention in Philadelphia.

But Trump is sharing a much different sentiment towards his presumed opponent than he did eight years ago, as shown by an ad Clinton’s team released Thursday. The ad features clips of Trump saying that he Hillary is a “terrific woman” and that she’d make a “great president.”

John Yorke, president of creative agency Rain43, joined BNN Friday morning to discuss the different approaches the two politicians are taking with their campaigns.

He said that this year, Trump is expected to be the number-one referenced brand in America, possibly surpassing references of Barack Obama and Clinton. And that Trump’s already-strong brand power may be enough to keep him from needing to take the traditional media route to promote his campaign.

Trump already seems to be putting more energy and resources into his brand than into media appearances. He only has roughly US$650,000 worth of TV and radio advertising booked between July 14 and November 7. In stark contrast, Clinton has booked $111 million, according to data from Kantar Media.

“Trump is using his brand to earn as much free media as he can without any commitments,” Yorke said.  “He’s been able to put himself forward into such a strong position where people recognize him.”

There is no doubt that the pressure is on for Clinton next week as Trump has become the more-searched of the two. The Google search percentage for Trump was 74 per cent in the last day compared  to 26 per cent for Clinton, according to a breakdown from GoogleTrends Friday morning.