yes. Yes. Yes. It’s all about branding, marketing, PERCEPTION! That’s how to sell ideas. Right now the Republican brand is - dull, reactionary, filthy rich (right, as if...), and mean - reality has nothing to do with this.
Perception. Reality. They both count.
The political left is great with perceptions, but their reality sucks.
The political right (in the US) is great with reality, but their image (people’s perceptions) sucks.
The only requirement for evil to triumph is for good people to do nothing. That has been the Republican party’s job description for a number of decades; do nothing to stop the evil. It’s time for a new job description. Stop the evil. Promote the good.