Politics in 2026 feels a lot like a high-speed chase where nobody is actually driving. But one thing is consistent: the branding. If you look at Trump's list of insults, it isn’t just a collection of schoolyard taunts. It’s a strategic playbook. Honestly, it’s basically how he redesigned American political discourse from the ground up, turning opponents into caricatures before they even get a chance to open their mouths.
He’s still at it. Just look at the recent headlines from earlier this week. On January 13, 2026, Trump went after Federal Reserve Chairman Jerome Powell again. He didn't just disagree with interest rate hikes; he called Powell a “nincompoop” and “grossly incompetent.” It’s classic. Simple. Brutal.
The Psychology of the Tagline
Why does a nickname like "Low Energy Jeb" or "Crooked Hillary" stay in your head for a decade?
Psychologists, like those at The Gottman Institute, argue that name-calling is a manifestation of contempt. It's meant to dehumanize. In a political sense, it’s a "cognitive shortcut." Instead of debating the nuances of a trade deal or a tax bracket, you just label the other person a "disaster." It's faster. It's mean. It works because it’s easy to remember.
Trump’s process is surprisingly iterative. He doesn't always nail it on the first try. Remember when he was testing out names for Kamala Harris? We saw "Laffin' Kamala," "Lyin' Kamala," and that weird "Kamabla" phase. Eventually, he settled on the ones that got the loudest cheers at rallies. It’s like a stand-up comedian working out a bit at a dive bar before taking it to a Netflix special.
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Some of the All-Time Hits
- Crooked Joe / Sleepy Joe: These defined the 2020 and 2024 cycles. They weren't just insults; they were a narrative that Joe Biden was both corrupt and physically incapable.
- Rocket Man: Aimed at Kim Jong Un. This one was fascinating because it actually shifted from an insult to a weirdly affectionate term once they started "writing letters."
- Tampon Tim: One of the newer ones for Tim Walz. It’s visceral and meant to mock progressive policies in a way that resonates with a specific base.
- My Little Communist: His 2025 label for New York City mayoral candidate Zohran Mamdani. It’s a throwback to the Red Scare, but updated for the TikTok era.
Is It Just About Being Mean?
Not really. If you think it’s just about being a bully, you're missing the "business" side of it. Trump views everything as a brand. When he calls someone "Liddle' Adam Schiff" or "Da Nang Dick" (for Richard Blumenthal), he is trying to permanently attach a negative trait to their public image.
"Trump's speeches, studded with such absolutist terms as 'losers' and 'complete disasters,' are classic authoritarian statements."
— Journal of Social and Political Psychology
The goal is to make the opponent spend all their time defending their character instead of talking about their platform. If you're busy proving you aren't "low energy," you aren't talking about your education plan.
The 2026 Context: New Targets
As we move into 2026, the list is evolving. With the midterms approaching and new figures emerging in both parties, the "insult machine" is focusing on fresh blood.
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He’s recently focused on Jerome Powell, calling him a "major loser" and a "moron." Why? Because the economy is the biggest talking point of the year. By insulting the head of the Fed, he's signaling to his followers that any economic pain isn't his fault—it’s the "stupid" guy at the desk.
Then there’s the local stuff. In the New York mayoral race, he’s been hammering Zohran Mamdani. Calling a frontrunner a "little communist" on Fox & Friends isn't an accident. It’s a way to nationalize a local race and keep his own brand relevant in his home city.
The Limits of the Strategy
It doesn't always work. Sometimes the nicknames just don't stick, or worse, they backfire.
Take the "Desanctimonious" label for Ron DeSantis. It was a bit too long, right? A bit too "SAT word." It didn't have the punch of "Little Marco." People struggled to say it. It proved that even the "master of the nickname" can miss the mark when he gets too clever.
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Also, there's a fatigue factor. After a decade of hearing everyone called a "thug," "slimeball," or "stone-cold loser," a lot of voters—especially independents—sorta just tune it out. It becomes white noise.
How to Analyze the Rhetoric Yourself
If you want to track this, don't just look at the tweets (or Truths). Look at the timing.
- Watch the "Testing" Phase: When a new opponent enters the scene, notice how he tries three or four different names in one week.
- Look for the Pivot: See if he stops using a name once he starts working with someone (like how "Lyin' Ted" became just "Ted" for a while).
- Check the Polling: Often, a specific insult is tied to a "vulnerability" identified by internal polling. If a candidate is seen as elitist, expect an insult about them being "fancy" or "out of touch."
What Comes Next?
The Trump's list of insults is more than a historical curiosity; it’s a living document. As the 2026 political landscape shifts, expect more "nincompoops" and "low IQ" labels to fly.
If you're following the news, the best thing to do is look past the word itself. Ask: What is he trying to distract me from? Usually, the louder the insult, the more important the thing he’s trying to cover up.
Keep an eye on his Truth Social feed and his upcoming rally in Ohio. That's usually where the "beta testing" for the next round of 2026 midterms insults will happen. If you see a new name for a rising Democratic star, you’ll know it’s been vetted for maximum "stickiness."
Next Step: You should audit your own news feed. Notice which nicknames you’ve accidentally started using in your own head—that’s the real power of the list.