The California Governor's Race - Meg of eBay spent £800m and lost. Jerry Brown spent his pocket money and won.
Why? They liked crazy Jerry, and didn't connect with Meg.
'The Political Brain' by Drew Westen explains, empirically, why this is - emotional response.
Emotion vs. Reason - emotion wins, and a brain scan shows why.
Marketing, the same.
You don't need Meg's money, you need Jerry's smile and empathy.