Please, I've never said trump is running a good campaign or has a coherent message, in fact I've said the opposite. I've never said I like him or would vote for him. That doesn't make what he's doing any less interesting. And it's worth noting he's made no apparent to cure all of his so-called shortcomings. I think that is intentional.
What seems apparent to me is that the more he's at the forefront, the better he polls, regardless of why he's at the forefront. Perhaps this is because at least one thing he's said, no matter how outrageous, has resonated with an "independent" voter, they hit the click bait, read about it, and decided he's their guy, in spite of a bunch of other crap they didn't read about that pundits think is important or damning.
I don't think having a clear consistent message, aka politics 101, really is all that important anymore. B.o. didn't, Bernie didnt. Trump doesnt. It seems to be all about social media stupidity and sound bites, at least with the morons- who make up 90% of the electorate, and Trump rules at that. Just like b.o. did.