Kenneth M. Cosgrove Boeken

The book explores how Donald Trump's election and presidency exemplify the dominance of marketing and branding in American politics. It highlights how his early focus on political marketing, particularly harnessing emotions like anger, secured his victory but ultimately hampered his ability to govern effectively. This strategy fostered division, as it prioritized emotional appeal over policy and bipartisan collaboration, leaving many Americans feeling unrepresented and contributing to an increasingly fractured electorate.

This book argues that Conservatism has made good use of branding in its move from the fringes to the center of American political life. Conservatives have built a unique brand around their candidates, their movement, and their issues that has facilitated their ability to win elections and implement public policies. Branding has been one of the major tools through which Conservatives have built an enduring movement over the last several decades and a tool through which their movement has become very resilient. This book is ideal for use in classes on American politics, campaigns and elections, media and politics, political marketing, and consumer marketing.