The Democrats are gambling big on their strategy of calling Trump ‘weird’

The plainspoken jab against Trump and the GOP is a gift from the branding gods—until it isn’t.

Political marketing isn’t just about establishing a candidate’s own brand—it’s about establishing your rival’s brand, often ruthlessly. And lately, the campaign of Vice President Kamala Harris seems to be coalescing around a single attribute to define opponent Donald Trump and the GOP more generally: weird.