With less than 100 days to go before the November election, and two historic political shakeups already behind us, there is very little time left to convince those Americans who haven’t already made up their minds.

If President Donald Trump hopes to secure his victory in November, he must resort to a tactic that he pioneered and perfected during his very first presidential campaign in 2016: The art of branding. And the latest media firestorm surrounding his rhetoric indicates that he has already found the perfect way to label Kamala Harris ahead of the election.

The Game of the Name

One of the many truly unprecedented tactics that then-candidate Donald Trump employed in 2016 was assigning nicknames to his various opponents in the GOP primaries. But rather than random monikers or insults of the moment, each and every single one of his given nicknames was a carefully planned label that aimed to line up with preconceived notions about its target.

There was “Low-Energy Jeb,” pointing out that the redheaded stepchild of the late political dynasty was nowhere near as energizing or exciting as he needed to be for such a crucial election.

Then there was “Little Marco,” portraying the Florida Senator as a small man who was simply not up to the big challenges of a presidential campaign.

Then it was “Lyin’ Ted,” feeding into the already-held belief that the then-upstart Texas Senator was simply lying about every single thing he promised just to try to outpace Trump in the polls.

And of course, who could forget perhaps the crowning achievement of Trump’s nickname game: “Crooked Hillary.” While many adjectives would have suited her better than her infamous pantsuits, the word “crooked” played perfectly into the image of Hillary Clinton as a corrupt member of the elite who escaped accountability for numerous crimes and other wrongdoings. 

President Trump saw similar success with “Sleepy Joe,” an all-too-easy nickname to give to the oldest president in American history, a man whose mental state is simply not there anymore. For as long as the media tried to cover up his condition, it became unavoidable, and President Trump—and the fitting nickname for the 46th president—was vindicated once again.

Fake, Fake, Fake

For what is almost certain to be President Trump’s final election—regardless of the outcome—it is fitting that he rolls out one last, trendsetting nickname with which to brand his final opponent. And although there is plenty of material to refer to when it comes to Kamala Harris, one adjective—and thus, one nickname—stands out from the rest.

President Trump said it already at his rally in Harrisburg, Pennsylvania: Kamala Harris, most simply, is “fake, fake, fake.”

Through the years, politicians of both parties have been called “flip-floppers” or “liars,” terms which perfectly fit Kamala Harris. Candidates have been accused of being too radical and too willing to suddenly change their positions for political convenience. But all of these descriptions, and many more, can fall under the same umbrella when the word “fake” is used above all else.

Kamala’s recent about-face on immigration, with a new campaign ad pledging that she will be tougher on the border than Donald Trump, is fake.

Kamala’s 180-degree turn on the matter of Israel, including her statement denouncing the anti-Semitic riots that have been tearing the country apart since October 7, is fake.

Kamala’s rise to power, which, objectively, is only because of her race and her calculated choices in boyfriends at a young age, is fake.

Even Kamala’s very appearance and identity are as fake as it gets. Her smile and laugh are fake. Her blatant and repeated use of fake accents to address various audiences is just like one of the more infamous mistakes that Hillary Clinton made in 2016. And, yes, President Trump is right: Even her racial identity is fake, fabricated, falsified, and fiction.

The real reason that Democrats and the mainstream media are melting down over President Trump’s questioning of Kamala’s bizarre switch from “Indian” to “black” is not because of faux outrage over “racism.” They are panicking because they know that it is one of the most effective, most powerful, and yet most simple lines of attack that could possibly be used against the new presumptive nominee. And no other Republican would dare go where President Trump has gone, which reaffirms why he remains the left’s biggest nightmare.

The attack on Kamala’s racial flip-flopping is not even a matter of trying to pander to African-Americans or Indian-Americans, although both groups could justifiably be outraged at Kamala appropriating both identities for political gain and being so willing to abandon one for the other at the drop of a high heel. It is a broad statement to all Americans: If she is willing to lie about her own race, then what else is she prepared to lie about?

The Branding Wars

President Trump and his campaign have wasted no time in weaponizing Kamala’s radical past against her, portraying her as a far-left, California-bred radical who will throw our open borders even wider, give amnesty to hordes of third-world illegal aliens, take away all of our guns, defund the police, and give Marxist rioters a pass to burn down the country, among many other dystopian goals.

But if there’s one thing in American politics that’s even more powerful than policy, it’s personality. And that is why branding your opponent with a single accurate and unforgettable description is far more effective than attaching them to a particular piece of legislation or controversial vote. 

The left has tried this against Trump, with the various “-ist” and “-phobe” labels accusing him of every form of bigotry under the sun. It hasn’t worked. They have tried to call him a fascist, tyrant, and authoritarian. That did nothing except drive one madman to nearly assassinate the former president, which in turn only caused President Trump’s approval ratings to skyrocket as he achieved legendary status in American history. And their latest sad attempt at forcing an astroturfed trend to go “viral”—the truly bizarre campaign calling President Trump and J.D. Vance “weird”— has failed just as miserably as the late “Stop Asian Hate” trend.

But if President Trump and the Republican Party continue mercilessly hammering the message that Kamala is fake—a fake politician, a fake black woman, and yes, a fake human being—it will define this still relatively unknown political figure to a sizable portion of the American population.

The average person fundamentally does not trust someone who is proven to be fake. And with President Trump and his unapologetic authenticity as the perfect foil to Kamala’s fakery, it will be an easy victory in November for the 45th and 47th President of the United States.