William Harrison’s was the first campaign to take advantage of an insult and turn it back on its opponents by “owning” it instead of trying to refute it. Owning an insult robs it of its power. Additionally, the more an opponent continues to use it, the more it helps rather than hurts. Modern examples include the “Like A Girl” advertising campaign.
Marketer in Chief: How Each President Sold the American Idea – coming July 4, 2021.