Many incidents in recent American politics appear bizarre when analyzed as policy discussions, but become meaningful political acts if interpreted as efforts in brand management. In particular, viewing voter behavior as a form consumer culture provides some explanation for the popular support enjoyed by the Republican party.
While Democrats are, at best, a corporate-dominated center-left party with a history of attacking its left flank, they represent the only viable alternative to the far right Republican agenda. Supporting Democrats, given the alternative, is important. After all, Democrats are the only other political party with real power in a system designed to accommodate the existence of only two parties.