But Trump apparently wanted to squeeze some extra juice from the word “lying” and make his branding stand out. So he insisted that Lyin’ Ted was the proper spelling, not Lying Ted. This was good branding. It was different from anything you have seen in politics and it gave you a reason to pause and wonder why it mattered if the spelling was “lyin’” or “lying.” It did matter, but only because you stopped and wondered about it.
