Josh Marshall from Talking Points Memo urges us that when it comes to figuring out what Donald Trump’s up to, we should keep it simple. The media has covered Trump for more than 30 years, he appeared weekly on television for several years, and the coverage of his campaign over the past two years was unprecedented. That, says Marshall, means that we know Trump and his motivations quite well at this point and offers a list of five things we should keep in mind:
1. Trump is a Damaged Personality
2. Trump is a Great Communicator
3. Trump’s Hold on His Base Is Grievance
4. Trump is Possible Because of Partisan Polarization
5. Trump is Surrounded By Extremists and Desperados
Trump is an impulsive narcissist who is easily bored and driven mainly by the desire to chalk up ‘wins’ which drive the affirmation and praise which are his chief need and drive. He needs to dominate everyone around him and is profoundly susceptible to ego injuries tied to not ‘winning’, not being the best, not being sufficiently praised and acclaimed, etc. All of this drives a confrontational style and high levels of organizational chaos and drama. This need for praise and affirmation and a lack of patience for understanding the basic details of governing are a volatile and dangerous mix. They catalyze and intensify each other. Perhaps most importantly, the drive to be the best and right drives promises, claims and policy pronouncements which may contradict his already existing positions or be impossible to fulfill.
Marshall also calls out something I’ve been thinking about recently, the Make America Great Again branding:
‘Make America Great Again’ may be awful and retrograde in all its various meanings. But it captured in myriad ways almost every demand, fear and grievance that motivated the Americans who eventually became the Trump base. It is almost certainly the case that MAGA is entirely Trump’s invention, not the work of any consultant or media specialist but from Trump himself. The Trump Trucker baseball cap, a physical manifestation of Trumpite branding, is similarly ingenious.
As much as I came to admire Pentagram’s work on Hillary Clinton’s campaign branding and loved the Obama campaign’s branding (complete with beautiful typefaces from Hoefler and Frere-Jones), I think the MAGA design easily beats them both. Marshall nailed it…it was exactly right for who it was designed to appeal to. It’s perhaps unlikely to happen, but the Make America Great Again hat should be added to the permanent collections of design museums as an exemplary example of branding, right alongside Got Milk?, Think Different, and Just Do It. (Also, you know who else came up with an extraordinarily effective design for his fascist authoritarian movement?)