I don’t see why we cannot do both. As they said, politics is personal. For some people, the ‘personal’ involves rational thinking: what policy the candidates will do that benefits me, etc. Other people, though, ‘personal’ mean some stories about the candidates that touch their emotions.
As I mentioned, unlike democrats who make it like movie production, Trump campaign can simply highlights his softer sides.
We let Trump and other conservatives be defined as cold-heart calculated persons. Partly because we never highlights their ‘feeling good’ sides.
Well we tried that “Compassionate Conservative” thing, which of course, was neither.