This is an
interesting analysis of the Kathleen Falk defeat of Peg Lautenshclager in
the Democrat AG primary in Wisconsin.  There are some comments about Falk
losing her home county, but winning overall.  Not that shocking – Madison
is just 15% of the vote statewide – yes it’s the capital city, but
those votes don’t carry more clout than say the 45% of the vote out of Milwaukee. 
One thing this article hits spot on is the importance of money and paid
media.  Name ID gets you so far – it gets you all the way if your
opponent has no money.  But ask George Wallace Jr., Ralph Reed, and Paul Bucher,
just to name a few – and they’ll tell you that name ID is like standing
on a big pile of sand, and an opponent's paid media is like a fire hose blasting away at your pile of sand: 
it just washes it all away and the advantage you once had has washed down the
drain. 

Oh, who are Wallace Jr., Reed, and Bucher?  They all started their respective campaign's with superior name ID for many reasons.  Wallace Jr. lost to Luther Strange in the Alabama GOP LG
Primary, Ralph Reed lost to Casey Cagle
in the GA GOP LG primary, and Paul Bucher lost to J.B. Van Hollen in the WI GOP AG
primary.  Why’d they lose – because they relied on their name
ID to get them over the finish line, and their opponents raised the money they
needed to tell their story.