The Friday Brief

July 19, 2024

The Big Picture

The Speech from Hell.

Brand new tone, same old shit.

I road-tested many branding ideas for it, but it was so bad at every level I was stuck.

Rambling Weirdo and Earpon.

There isn’t even a word for that thing. I tried, but by 12:25 am, I was a bit cooked:

For days, I’ve been talking to reporters who told me what the campaign was telling them: “Trump’s going to deliver a different kind of speech.” “This isn’t going to be the same crazy stuff.” “He’s going to show us a softer, more reflective side of himself.” “This won’t be the same old speech, full of grievances and talk.”

It’s as if they don’t understand who they work for or how to play the expectations game.

Last night, their shock at the 93-minute festival of Trumpism was palpable. Their text messages were hilarious.

I have an advantage. I know there is never a better iteration of Donald Trump.

I know he’s insane.