"Trump depends on a slow drip of future news that reinforces the label. Trump knows Cruz will say some things that are not true (as all candidates do) and it will reinforce his “lyin’” label. Likewise, Clinton will endure a slow drip of allegations about crooked dealings in the past, taking money from banks for speaking fees, and the email server situation. Every time another sketchy detail emerges, you will think “crooked.” The new name is sticky. And it is engineered with a timer so it worsens all year until the election."
(Emphasis mine.)
Trump understands the Tao. Make a small tweak and let nature take its course.