Reposition the Competition.

In those early primary debates, Trump was quick to attach labels to his opponents — Sleepy Jeb, Little Marco, Lying Ted — that those opponents found impossible to shake. He continued this tactic as his party’s nominee with the “Crooked Hillary” tag he used relentlessly. That doesn’t mean you should insult your competition. But if you can change the way people view them, you gain more control over how they perceive you and your brand.