ASAP gets to work in their fancy Trump suite. Star explains this task is less about showing off amenities at each hotel and more about showing off the brand of the hotel collection. Star says it's intimidating to do a task for your boss that's so close to his heart, with his daughter leading it. Cue Ivanka and Jim coming in then. Ivanka says it's "fun" to get to be the executive this time. Jim explains that there are five or six brand values they use as filters: Is it uncompromising? Is it absolutely inspiring? Is it glamorous? Is it the best of the best? Ivanka tells them the industry is very generic in general, and Trump likes to be different. Jim wants the message they put out to be a new perspective on things. They give Backbone the same speech: They want to break through the clutter, not show the same ads as everyone else. Jim boils it down to three words: "Live the life."
ASAP. Star tells her team they're not doing any boring service pictures. They're going to celebrate the lifestyle. She brags about all of the fancy traveling she's done and says she knows as much about luxury as she does about living. She comes up with a concept: "Individual elegance. Collective luxury." She wants to show a picture of "ladies who lunch" and one of Hope by the bath. La Toya interviews that none of these concepts are creatively different, but when you're dealing with someone like Star, you can't tell her anything. Star puts different ladies in charge of each photo, and La Toya explains to us that Star thinks like an attorney, so she assigns things in such a way that she can shift the blame somewhere else if they fail.
Backbone. Rich says this is the most challenging task of the season, even if they had more than three people. He tells the other two that when he thinks of Trump hotels, he thinks that he can't afford it and it's for people who land in helicopters and stuff, like Trump. Lil Jon thinks maybe that's their concept -- using a green screen. Lil Jon says he doesn't care about hotels; he just goes there to sleep. He says he's concerned because women are more concerned about the luxury aspects of a hotel. Meat Loaf has an idea about a mirror looking into the future that makes no sense. John Rich says Meat Loaf's a riddle wrapped in an enigma and he has no idea what in the hell he means. Rich says he was just thanking God Busey wasn't here or he'd jump off the building. They decide their concept is "Live the life." They want to get the point across that if you want to feel like Trump, you stay at a Trump hotel, where they're trained to make everyone feel like Trump: "Live the life." Trump's life, I guess.