No Is Not Enough: Defeating the New Shock Politics

by Naomi Klein

brand-based companies like Trump’s are different beasts entirely. The conflicts of interest are not only tied to specific policies or actions. Rather, the conflicts are omnipresent and continuous, embedded in the mere fact of Trump being president. That’s because the value of lifestyle brands fluctuates wildly depending on the space they occupy in the culture. So anything that increases Donald Trump’s visibility, and the perception of him as all-powerful, actively increases the value of the Trump brand, and therefore increases how much clients will pay to be associated with it—to slap it on their new condo development, say, or, on a smaller scale, to play on his golf courses or buy one of his ties.