Peter Baker on Trump’s personality cult:

After a year back in the White House, Mr. Trump’s efforts to promote himself as the singularly dominant figure in the world have become so commonplace that they no longer seem surprising. He regularly depicts himself in a heroic, almost godly fashion, as a monarch, as a Superman, as a Jedi knight, as a military hero, even as a pope in a white cassock.

One thing that’s interesting about that is the focus on quantity as opposed to quality. Trump is going for the Too Dumb to Notice crowd as opposed to the Not That Dumb one. The more he leans into the vulgar boasting the more he disgusts the kind of people he wants flattering him.

While Mr. Trump has spent a lifetime promoting his personal brand, slapping his name on hotels, casinos, airplanes, even steaks, neckties and bottled water, what he is doing in his second term as president comes closer to building a cult of personality the likes of which has never been seen in American history. Other presidents sought to cultivate their reputations, but none went as far as Mr. Trump has to create a mythologized, superhuman and omnipresent persona leading to idolatry.

Not least because it doesn’t work, because it can’t work. See above. It’s grotesquely trashy and absurd behavior, so it’s only going to appeal to trashy absurd people and crooks.

Many presidents have enjoyed being the center of attention. Theodore Roosevelt’s daughter Alice Roosevelt Longworth notably said her father “always wanted to be the corpse at every funeral, the bride at every wedding and the baby at every christening.” Others struggled with that kind of politics. George H.W. Bush painfully tried to avoid the first-person singular “I” in sentences because growing up his mother taught him that it sounded boastful.

Boastful is not something Mr. Trump ever learned to avoid, nor can he fathom why predecessors passed on self-promotion. When he visited Mount Vernon during his first term, he expressed surprise that Washington did not name the estate for himself. “You’ve got to put your name on stuff or no one remembers you,” Mr. Trump told people.

And by “stuff” he meant “everything”.