‘This presidency is a brand-franchise’: Trump has taken the commercialization of politics to a new level

“There was a lot of dialog when Trump returned to power that we would see in this term a particularly interesting residency in the White House about how much money would be made,” says marketing-PR guru Mark Borkowski, “and this is a typical Trump side-hustle playing off Maga patriotism.”

The blurred lines between business and politics, impacting how candidates are portrayed, policies are shaped and voters engage with the political process – commonly referred to as the commercialization of politics – may not be Trump’s to own exclusively, but he’s taken it to a new level.

“It is troubling, and more than in jest, that this is now a political economy and he’s actually saying this presidency is a brand-franchise,” says Borkowski. “There is no separation between power and profit. He’s redrawn the boundaries between commerce and the office of the president, and he’s accelerated the notion of post-ethical politics.”

But under Trump politics and business have become melded as never before.

“It’s a new hyper-reality that exists in America,” says Borkowski. “It’s about turning political fandom into money, and he’s laughing all the way to the bank. He’s doing exactly what was expected. Nobody in Trump’s heartland sees this as damaging – it’s what they expect a deal-maker to do. The absurdity of everything Trump does is the point.”

https://www.theguardian.com/us-news/2025/jun/21/trump-products-presidency-as-a-brand