Bush’s team was stunned, first by the insult and then that it stuck. Kochel and Wisecup raced to respond and saw their already planned event that very same day — on the anniversary of Hurricane Katrina — as the perfect opportunity for Bush to respond forcefully and directly to Trump. They envisioned Bush in Pensacola, Florida, speaking straight to Trump: “You think I’m low energy, why don’t you come down here and talk to these people about how I took charge in a crisis.”

But once again, Bradshaw and Diaz couldn’t be convinced. Trump, they decided, wasn’t in Bush’s “lane” and so the campaign need not worry about responding to him. They went ahead with the event as planned, rolling out a two-minute video telling the story of Bush’s leadership during several hurricanes in 2004 and 2005. The following day, the headlines mainly served to remind readers of another Bush with a less-heralded record on Katrina—George W. “One Bush gets praise for his handling of hurricanes” was The Washington Post’s version.

“The Jeb people knew that literally every day when he was governor, he’d walk the steps of the Capitol at a jog pace,” one longtime Bush bundler and confidant said recently. “The building was 30 stories high. You’d hide because you wouldn’t want him to catch you and make you walk the stairs. He’d email you at 5:30 a.m. This was not at all a low-energy guy. It wasn’t true, but it stuck.”

“They got defined as ‘low energy’ by a guy who took an escalator to his own announcement.”