Understanding the 2020 election as brand marketing

Why did virtually every top pollster and pundit get the 2016 election screamingly wrong? On election eve, the New York Times analytical unit and the PredictWise prediction market aggregator showed Hillary Clinton winning by wide margins. ­FiveThirtyEight gave her a 71% chance of winning. The ­Princeton Election Consortium’s Sam Wang put the probability at 93%…