John Oliver has concluded that, rather than his 'straight talk', business acumen or blatant racism, Donald Trump's success is based mainly on his 'branding'. The association of success with the name Trump has been carefully cultivated. According to one historian, Donald's family name used to be 'Drumpf' which sounds much less prestigious. That's why Oliver wants to #MakeDonaldDrumpfAgain.
There's even a website where you can buy a neat hat! And, as with almost everything worth doing, there's also a Chrome extension for it, so you can instantly make Donald Drumpf again.