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The MAGA brand is familiar to anyone who's watched a half-hour cable TV infomercial: It's a mass-produced, rather carelessly assembled, badge of self-improvement doubling as a pronouncement on the parlous state of the American republic. It promises the same instant boons to well-being that you'd get from B-grade TV hosts hawking diet gummies or snuggle blankets. The fact that so much of official MAGA ideology is so deeply incoherent is testimony to the many ways that Trumpism is a brand first, and a political affiliation as something of an afterthought.