trump coast guard

Donald Trump: Hurricanes Have Improved Coast Guard’s Brand

Human Tragedy? No. Coast Guard Opportunity.

Hurricanes Harvey and Irma have killed dozens, left millions without power, food and water, and have caused many billions in damages, but President Donald Trump manages to overlook human suffering and instead focus on what matters: Branding.

Trump and branding go hand-in-hand.  Throughout his largely lamentable business career, he sought to cultivate a tough-guy brand that enabled world-class deals and enforced efficiency through his love of firing people (the “Celebrity Apprentice” president).  Never mind that Trump has never actually showed dealmaking acumen, whether in real estate or as president.  And as far as firing people – truly the core of a tough-guy persona – he hates to do it, instead having others drop the axe or, to avoid contact, simply refusing to look someone in the eyes.  Real alpha male.

Despite the clear hypocrisy between action and deed, Trump obsesses with brand and appearance (see his justification for appointing Neil Gorsuch to the Supreme Court: He looked straight out of central casting).  So when disaster struck Texas and Florida and the Coast Guard responded as it’s responded to every natural disaster that affects matters of the coast, Donald saw an opportunity for the Coast Guard to improve its brand.

“If you talk about branding, no brand has improved more than the US Coast Guard,” Trump said.

I, for one, am glad we have a president that focuses on what truly matters.  Why mourn the dead or speak to reconstruction efforts or spend time thanking first responders and other civilian heroes who risked their lives to save others?  That’s a beta cuck move.  Only true alphas recognize that in disaster comes unique opportunity and only the bravest and truest of those alphas willingly comment on that opportunity when others focus on human plight.

Bravo, Donald!


(His proposed budget would cut $1 billion from the Coast Guard, canceling the production of a ship and cutting from services that focus on human and drug trafficking and monitoring Russian activity in the Arctic.)

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