I do believe that our ability to jam the Trump brand is somewhat limited. I think we can chip away at it, but ultimately the way to undermine the Trump brand is a better product in the political marketplace, if you'll forgive the capitalist metaphor. I do think that the negative messaging on Trump is severely limited because he is tapping into a very deep, and in many a rightful, desire for deep change, and a feeling that the whole system is so broken and so corrupt that you might as well raise a middle finger as some kind of act of agency.

The parties with the most gain never show up on the battlefield.

It's certainly something we haven't seen before in terms of a fully commercial global brand - really a family of brands - not just Trump but also Ivanka, who has a sub-brand. We've never seen this before. We've had presidents in financial conflicts of interest before, but this phenomenon where a sitting president image avatar is out there selling golf courses and condominiums, even as he is in office and having the value of his personal brand inflated dramatically by fact of his being president, is new territory.

Fury is an entirely appropriate response to a system that sends young people to kill other young people in a war that never should have been waged. Yet the American Right is forever trying to pathologise anger as something menacing and abnormal, dismissing war opponents as hateful and, in the latest slur, "wild-eyed". This is much harder to do when victims of wars begin to speak for themselves: no one questions the wildness in the eyes of a mother or father who has just lost a son or daughter, or the fury of a soldier who knows that he is being asked to kill, and to die, needlessly.

It is our great collective misfortune that the scientific community made its decisive diagnosis of the climate threat at the precise moment when an elite minority was enjoying more unfettered political, cultural, and intellectual power than at any point since the 1920s.

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.

If enough of us stop looking away and decide that climate change is a crisis worthy of Marshall Plan levels of response, then it will become one.