Not policy, per se, like not policy wonkishness. Most people don't have the time or energy for that, they have to fit in politics between the rest of their life. Something like: the values that inform policy. Broad outlines. What Sanders did - pick a very simple, easily relatable value and hammer it home so that absolutely everyone knows what you stand for. Trump did it too - Make America Great Again was at core about bringing the jobs back. Obama did it too - Hope and Yes We Can were at core about managing to break free of the old system. Clinton couldn't do it. I'm reminded of that NYT article that said Clinton paid political consultants to come up with 84 different political slogans before she settled on ImWithHer, an appallingly bad choice, and then she spent most of the rest of the campaign focused on negative definition of her opponent rather than positive definition of herself. She'd needed a messaging that said: I'm bringing jobs/I'm bringing a future.