Quoting ‘Cue the Permanent Campaign’ by Thomas L. Knapp

Electoral politics is a consumable/perishable product, and the available brands are remarkably similar. Candidates and parties don’t sell themselves by being qualitatively different from their competition. They sell themselves mainly through repetition and ubiquity, with occasional stabs at brand pizzazz. They know they will never corner their entire market niche. Rather, their goal is to increase their own market share at the expense of those look-alike alternatives.

via Cue the Permanent Campaign.