Donald Trump is good at branding. That's how he has extended his reach in business, through branding.
The only reason that a brand or label sticks is if there is some truth to it. For example, 'low-energy' Jeb worked because it was true; crooked Hillery works because it's true.
If someone is skinny but you call him fatso, they just shrug, while others look at you like your nuts. It doesn't stick.
Lyin' Ted...well, that stuck.