-Lock her up is right. -During the 2016 election,
Donald Trump really tried to brand his opponents,
often in really mocking and belittling ways.
-He's little -- L-I-D-D-L-E,
liddle, liddle.
Liddle Marco.
Ted Cruz is the single biggest liar
I have ever dealt with in my life, I mean it.
We have Lying Ted Cruz.
Who's more low energy, Jeb Bush or Hillary Clinton?
-In a really crowded primary,
where it was difficult for voters
to keep up with all of the different candidates,
some of these nicknames stuck.
And really hurt some of the candidates.
-You have to brand people a certain way
when they're your opponent.
-So of course he kept the nicknames
and the teasing going into the general election.
And he gave Hillary Clinton a bunch of nicknames.
Probably the most popular being "Crooked Hillary Clinton."
-I love running against Crooked Hillary, I love that.
The e-mails, that's bad judgement.
It's also dishonesty, that's why we call her
"Crooked Hillary Clinton."
And we're gonna beat Crooked Hillary so badly.
-In 2016, I used to go to Trump rallies,
and people would come dressed up like Hillary Clinton
in a jail suit.
And, you know, they would have homemade T-shirts with,
you know, "Crooked Hillary" on them.
It's something that they chanted and talked about.
This time around, Donald Trump has tried to do
the same thing with Joe Biden.
-We're going to defeat "Sleepy Joe Biden."
Nobody will be safe in a Biden America.
So tonight, we have Slow Joe will speak.
-The problem is, these nicknames and these attacks
just don't seem to be sticking quite as easily
as they did four years ago.
-The Trump campaign came into this campaign
thinking that they would be able to overwhelm the airwaves
and brand Joe Biden,
whether it's as a radical or as, sort of, past his prime.
They've tried a number of different approaches
and they've been frustrated that none of it has worked.
-They will make every city look like Democrat-run
Portland, Oregon.
No one will be safe in Biden's America.
-They've admitted that, if you look at the polling,
there are a lot of Americans who don't have that,
kind of, negative view about Joe Biden.
-The Trump "law and order" message
that came out of the Republican Convention,
Biden felt a need to respond to that.
-You know me.
You know my heart.
You know my story, my family's story.
Ask yourself, do I look like a radical socialist
with a soft spot for rioters?
Really?
-That's how the Biden campaign, I think, has reacted.
They kind of do it with a wink and a nod that, that, you know,
we are not who they are saying we are.
-Every signal we have so far indicates that this strategy
of being very personal, being very nasty,
is actually working against the President.
Is driving voters away from him,
suburban voters, moderate voters.
-Suburbs are coming big to us because the suburbs are next.
If you elected this guy,
the suburbs would be overwhelmed with violence and crime.
They want to destroy your suburbs,
look at what I've done for your suburbs,
you know what I've done.
-And that's part of the reason that Joe Biden has been doing
so well with a lot of these suburban voters, older voters.
They want a president who's not going to focus so much
on the division and the divisive tactics.
-I've been talking with a lot of women
who voted for Donald Trump in 2016
or didn't vote, or wrote in a different Republican,
and this year they plan to vote for Joe Biden.
Or they're at least considering voting for Joe Biden.
And the number one thing that I hear from woman
after woman after woman is that they're just tired
of this President's childish behavior,
his lack of self-control, his selfishness, his tweets,
they just want it to stop.
-He needs more than his base and a lot of the people
that he's driving away are people that he would need
in order to build a coalition to win in November.
-Who knows what is ahead.
But knowing President Trump,
and knowing the way that he approaches elections,
we have to think it's going to get really nasty really quick.
-They talk about me as being a divider,
I'm not a divider, I bring people together.
We were bringing people together.