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.
Naomi KleinThere's a property in Panama where Trump has collected somewhere around $30 million just from selling his name to this property - it's somewhere between $30 million and $50 million. It would be so easy for a developer to slap on an extra $6 million to a Trump licensing deal and have that be a backdoor bribe. Who are we to say what that is worth? It's so ephemeral. And this is the appeal of selling something as ephemeral as a brand name, is that it can be inflated beyond all reason.
Naomi KleinI 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.
Naomi KleinSo we are left with a stark choice: allow climate disruption to change everything about our world, or change pretty much everything about our economy to avoid that fate. But we need to be very clear: because of our decades of collective denial, no gradual, incremental options are now available to us.
Naomi Klein