I didn’t foresee branding culture going this far when I started writing about it twenty years ago. But I’m also not surprised. Back then, I saw branding as a colonial process: it seeks to absorb ever more space and real estate and create a self-enclosed bubble. What’s extraordinary about Donald Trump’s presidency is that now we are all inside the Trump branded world, whether we want to be or not. We have all become extras in his for-profit reality TV show, which has expanded to swallow the most powerful government in the world. Is there any escape? The essential immorality of Trump’s brand
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