He added: “You know, there are a lot of people who say, ‘Don’t change.’ I can be as presidential as anybody who ever lived. I can be so presidential if I want.”
Then start.
The Way to Stop Trump
No, it devastated Christie because it flipped his brand. Instead of the jerk who looks out for the average guy, he became the jerk whose allies had stuck it to commuters. Instead of the tough guy fighting for you, he became the tough guy whose goons would mire their constituents in traffic for a pointless little feud.
.. Now apply that model to the Inevitable Nominee. Calling Trump a creep and jerk and self-promoter clearly doesn’t work, because his voters have decided that someone with his business chops and middle-finger-first attitude is exactly what they need.
To attack him effectively, you have to go after the things that people like about him. You have to flip his brand.
Heidegger’s Marketing Secrets: What German Philosophers Know About Selling TVs
In an example that has become Lego lore, Red found an 11-year-old German boy whose most prized possession was a pair of skateboarding shoes worn down in such a way that it was obvious to his fellow skateboarders that he had mastered a specific trick.
Those were the kids Lego should be courting, Red argued, and they didn’t want easy Lego sets, they wanted hard ones.
.. Most of these firms were founded by product designers, and the focus, ultimately, is on the product. Red’s human scientists claim to be doing something at once more rigorous and more subtle. They take questions about sales figures and product lines and reconfigure them into questions about “worlds,” the context in which people unthinkingly live their everyday lives. This, they argue, is what Heidegger would have done. The idea is that examining the beliefs and unconscious biases that people have about modernity, or masculinity, or domesticity, or death will eventually yield profitable insights for food and beverage companies, or kitchen appliance makers, or financial advisers peddling annuities.
.. Red also found that the final decision on a TV purchase was usually made by the woman of the house. “When women decide, they see it as furniture,” Madsbjerg says. “What’s important to them in the situation is that ‘it should fit into my home, and it should fit as much as my couch and my books and whatever I have in my home.’ ” This idea, that TVs are furniture, not electronics, proved a breakthrough, guiding a series of design decisions at Samsung—a move toward subtler lighting and more tactile finishes that would make televisions blend in rather than stick out