In a new video, acclaimed author Naomi Klein explains how to “Jam the Trump Brand” and bring the Trump presidency to a halt.

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I cannot begin to recommend highly enough Naomi Klein’s new book, No is Not Enough: Resisting Trump’s Shock Politics and Winning the World We Need. Her expert journalistic brilliance is in rare form as she takes on the Trump agenda, his damaging persona and the threat his election poses to our future.

While I found that much of the writing is a gut-wrenching dissection of how exactly Trump was able to win over the sheer amount of votes that put him in office (while not winning the popular vote, the fact that he won over 60m in the first place is depressing), her keen sense of cultural politics offers a refreshing, evidence and data-backed “plan” to ensure that Trump’s power is short-lived at best.

In an AV Club interview, the author explains just how to best defy the Celebrity Apprentice President: stop his brand.

“The fact that he’s refused to divest from his labyrinth of business holdings, the fact that he’s continuing to profit from his brand and indeed create all kinds of new opportunities to profit off the presidency—including launching a new line of hotels specifically targeted to red states and middle-class voters, this new hotel chain called American Idea that they’re launching in Mississippi for people who can’t afford his luxury brand—it’s outrageous. If he’s doing this, then the flip side is that he’s left out a lot of levers through which to pressure him. You know, the reason you want a president to divest from his business holdings is that foreign governments can try to exert pressure on him by becoming customers of these hotels and inflating the value of how much they’re willing to pay for a Trump brand….

“We all know these stories of companies with a commercial model who have not figured out how to commercialize their business model selling themselves for many billions of dollars because of the value of the brand they’ve built up. So the problem with a politician to be in the business of selling this name is that the opportunity for corruption is endless. The opportunity for bribery is endless.

“But the opportunity for pressure is also endless. I live in Toronto, and we’ve just gotten news that our Trump Tower is going to de-Trump itself. And I think this is going to start to happen as the brand becomes more toxic and people use this lever.”

You can check out the video below the title.

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At MosaicPlanet.org, Joe takes on the role of primary strategic vision, content development and all brand-building efforts. He spends A LOT of time on the internet and far too much money in bookstores. Joe began his interest in progressive politics way-back-when as a college senior during the 2000 U.S. presidential election, and he has been arguing at the dinner table ever since.