“With every product, the delta between the brand and the reality determines its power over the minds of consumers, and with Trump, that delta is always broad. If Trump said it was the best, it was average. If he said something was the finest, it typically included a spray-painted gold veneer.”

American conservative political strategist and author

Rick Wilson is an American conservative political strategist, media consultant, pundit, and author based in Florida. He is known for his work in Republican politics and for producing televised political commercials for governors, U.S. Senate candidates, Super PACs, and corporations. Wilson has worked across several parts of political communications, combining campaign strategy with media production and public commentary. His career has centered on conservative politics, and his writing and public remarks reflect that background.