Because there will never be time for a real argument or analysis, images and symbols will always prevail. Therefore, carefully chosen words and phrases are more important than speeches, party platforms and manifestos. Repeat it often. Images are also the faces that represent you. The image is the medium, and the medium is the message.
Victory lies on the side of the people.
This is the bottom line for all the principles above. You must define yourself in ways that the people understand. And you must give the people hope and make them fear your opponent, You accomplish both these ends by identifying yourself and your issues with the underdog, the victim, the vulnerable, the disadvantaged, the minority, the ordinary Harry and Jane. Issues are not the only things that can be labeled to great effect. People and parties can as well.