https://www.washingtonpost.com/polit...3e8_story.html

Good article. What's happening is something common when good lawyers fight each other. You turn the other persons theme against them, undermining everything about it. Ordinarily, your theme causes recall, makes ppl think of the message, and associates your case with the theme. But if you can undermine it, give it a second or alterior meaning, then the entire thing backfires and turns into a game of which interpretation makes more sense.

With TrusTed, undermining it with constant accusations of lying makes ppl rethink this message. The big problem with trust is that it's hard to build, harder to maintain, but easy to lose. So Trump's "liar liar" is likely going to work. Especially since the natural reaction to someone when they say to "trust them" is to not trust them.