Ms. Klein suggests attacking Trump’s “brand,” which he used to get lots of ‘Merkin yahoos to vote for him. She proposes a strategy called “culture jamming,” That means to take the basic message of a brand (United Airlines is the “friendly skies,” or you should buy De Beers because “A Diamond Is Forever“), and flipping the message to harm the brand.
Ms. Klein identifies the core message behind Trump’s brand: Trump is the boss who is so rich that he can do whatever he wants. She then suggests what I think are four good ways to culture jam Trump’s brand:
(1) Fire the boss. Make Trump look like a puppet, not the boss. (Klein should have given Secretary Clinton credit for first calling Trump a puppet and for first showing how triggered that left him.) Saturday Night Live has literally harmed, Steve Bannon, Trump’s Rasputin, by suggesting that he ruled Trump rather than vice versa.
( 2) Make Richie Rich less rich by by sending his brand into crisis and taking money away from him
(3) Go after the big fish by making his name a liability, rather than an asset, for people building buildings and looking for a well-known name to put on the outside.
- Hat tip to @minivercheevy / blog here.