There unfortunately are people who would vote solely on his name. "Oh he's a Kennedy they're very liberal."
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I'm 57 and I hardly know who the Kennedys are. I don't think the millennials in the Gen Z's care about his name, just his policies
Our electoral system is really rigged in favor of Republicans. He only needs to sway a few thousand in key states. I don't think he will because one only needs to show any of his campaign material to a potential dem voter and they'll drop him quick I think. People who would be drawn to him on his massage rather than his name are likely to vote Republican, not Democrat.
So I don't think he's make a difference. But the reason people are concerned is because he doesn't need to say that many people. Remember that Trump had over 2% fewer votes than Clinton but won by a few thousand votes in key states.