The left has pinned its hopes on Jagmeet Singh, a charismatic leader with a taste for flashy suits and a following that should make Justin Trudeau nervous. The making of a political superstar It was spring 2017, and Jagmeet Singh needed a catchphrase. He was about to announce his campaign for the leadership of the federal NDP, and his odds of victory seemed long. He was a novice with only six years at Queen’s Park behind him, better known for his fancy wardrobe than his political prowess. So he turned to the 21st century’s darkest art: creative branding. Singh called his friend Mo Dhaliwal, who runs Skyrocket, a digital marketing agency in Vancouver, and tasked him with creating a central identity marker for his campaign—something sticky and stirring that would convince both NDP veterans and new members alike that there was some substance inside those $2,000 bespoke suits. Dhaliwal and his team grilled Singh with questions about his political convictions (social justice, poverty reduction, anti-discrimination), his childhood (the racist slurs he endured growing up in Windsor), even his clothes (which he sees as a sort of social armour). As Dhaliwal brainstormed with his deputies...