The short form, speed, and consistency of communication by Trump beat Clinton's nuanced, detailed, and long-form communication. Trump came across as more genuine, Clinton as less than transparent. Trump engaged directly with his community; Clinton spoke through the media in a careful and less frequent manner.

Institutions are better served by going direct to end users, establishing a channel for direct dialogue and feedback. It is a world of many to one, not one to many.

The dominant advertising advantage of Clinton, with spending of 10 to 1 over Trump, reinforced the perception that she was trying to buy, rather than earn, votes.

Richard Edelman Quotes