Basil Smikle, a political strategist, policy advisor, and professor at Columbia University, shares insights on the branding strategies of presidential campaigns. He discusses how campaigns, like Trump’s and Harris’s, define their identities to attract broader audiences. Smikle delves into emotional connections candidates must foster, the complexities of identity politics, and the impact of vice presidential selections. He also examines shifting perceptions of masculinity in politics and the importance of adapting to voter sentiments for effective campaign strategies.