https://www.washingtonpost.com/news/the-fix/wp/2016/12/20/the-worst-candidate-of-2016/?utm_term=.541704b9def2

"Candidates matter. We learned that lesson for the umpteenth time over the past two years as races — from the presidential on down — turned on the quality of the candidates. As a consultant put it to me a long time ago: If the dog doesn't like the dog food, it doesn't matter how good the marketing campaign for it is."