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Wed Oct 7, 2020, 10:06 AM

Our Niche-Market President

Trump doesn't realize this, but he's good at selling to a niche market. His tasteless, more-is-more "luxury" brand has always alienated much of the public -- and delighted many other people. Trump wants to be adored, so he's spent his life trying to give the people who love what he does more of what they love, even though it's extremely offputting to the rest of us.

In business, and in entertainment (which was Trump's second career), there's nothing wrong with this approach. If you want to be rap stars and you're, say, the Insane Clown Posse, it's perfectly rational to compensate for your limited rap talents by using gimmicky iconography (clown makeup) and creating a mythology (fans are ''Juggalos''). The result is that most rap fans despise the Insane Clown Posse, but the superfans regard themselves as a community, and even hold an annual festival called the Gathering of the Juggalos. The fan base for Trump's businesses has never been quite that loyal, but Trump's deplorables are much like ICP's Juggalos.

This can work if you're selling products -- intensely loyal fans might just buy more and more of what you're selling. But it doesn't work in politics, because every voter gets only one vote. [emphasis mine]

"Trump beat the virus because he's a strongman" is a narrative his fervent supporters love. They have brand loyalty. Alas for him, there probably aren't enough of them to reelect him.


Everyone seems to understand this but tRump and his "juggalos". Trump is - and always has been - a one trick pony. Now he is desperate, raging and lashing out because his schtick is no longer working. What a pathetic, weak little man. It will be a glorious day when he, his sycophants and his demon spawn are cast out.

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