I'm going to suggest this book as some personal reading on this issue. But the point I would more broadly make is that running exclusively oppositional candidates does not work, and I would say that's probably because they don't really present a clear vision of the future, they only present opposition to something rhetorically. By opposing something in that way, you sort of, only serve to reinforce that thing. Only define yourself in relation to it.

That's also not really to speak about how she legitimately presented an incredibly conservative face to her campaign, and if that's the case, people would just vote for the guy who's actually just conservative.