So if the meaning of the Trump brand is being the ultimate boss who has the power because he's so rich, the way you undermine that brand is by making him look like a puppet, and by showing that while he's playing gold and admiring his properties, it's actually other people making the key decisions and he doesn't really know what's going on.

Communication is my thing.

Public infrastructure around the world is facing unprecedented stress, with hurricanes, cyclones, floods and forest fires all increasing in frequency and intensity. It's easy to imagine a future in which growing numbers of cities have their frail and long-neglected infrastructures knocked out by disasters and then are left to rot, their core services never repaired or rehabilitated.

Thing that we wanted to do was redefine what a green job was, what a climate job was. We said: "Wait a minute. There's all these people out there who are doing low-carbon work." It's not just guys in hard hats putting up solar panels. Teaching is low carbon. Caring for the sick is low carbon. Daycare is a green workplace. Overwhelmingly, this is work that is done by women, overwhelmingly women of color, on the frontlines of austerity clawbacks.

It has no denim-toned house paint. Levi makes what is essentially a commodity: blue jeans. Its ads may evoke rugged outdoorsmanship, but Levi hasn't promoted any particular life style to sell other products.

And most of all, it means continually drawing connections among these seemingly disparate struggles—asserting, for instance, that the logic that would cut pensions, food stamps, and health care before increasing taxes on the rich is the same logic that would blast the bedrock of the earth to get the last vapors of gas and the last drops of oil before making the shift to renewable energy.

I see The Gap ads as being a great example of how branding has changed. Those Gap campaigns are pop culture. They've been incredibly powerful. They have had the kind of effect on culture that a hit band has. Just look at The Gap's Khaki swing ads, which were music videos. They had this tremendous impact on the industry - suddenly everything started looking like Gap ads and it became difficult to know who was co-opting whom and who was creating culture.