It's all about the situation and depends a lot on personality, the real one, not the facade, on intangibles (“aura”) and on never showing any weakness or offering apologies.

Trump's strategy works because it/he has all the elements to do so. Has he ever offered apologies? Never. He always moves forward: the past is the past. From an appearance standpoint, he offers an easy target for his rivals. But why hasn't anyone hit him, or when they have, why have they missed the mark? Because it's not in their nature, it is not them, they would not be consistent, it would be a one-off, not a strategy, but just an expedient tactic.