Instead of holding out “compassion” through faith-based initiatives, or the promise of an ownership society, Jeb’s promise of “inclusion” is much more amorphous. It’s not a promise to be more solicitous of the interests of LGBT voters, single women, or immigrants than the Democrats. It’s more of a pledge not to antagonize them culturally — or at least not as much.

The branding may not matter if Jeb gets into office. George encouraged some aid to Africa, but his presidency was hardly defined by “compassionate conservatism.” His faith-based initiatives eliminated some anti-religious discrimination in federal funding, but it did not come close to transforming the provision of social welfare. Nor did it evolve into a kind of federally funded theocracy, as critics feared. The ownership society blew up with the subprime crisis, hurting the most marginal homeowners.

But the branding is a good measure of where American political culture is today. Hillary Clinton is not exactly a candidate that screams, “For the little guy.” Not with the almost daily news of her mid-six-figure buck-raking speeches, and seven-figure donations to the Clinton Foundation from foreign governments.