The rich m ay not need that 35% rate- but, the economy does. The historical record is clear- higher marginal rates ALWAYS lead to lower revenue to the taxing authority (except for- sometimes- a short term bump, until behaviors adjust to the new rates). This truth was only mentioned in passing once or twice. More truth should have been put out regarding the true nature of bankruptcy, to counter the constant drumbeat that it means a company just vanishes into thin air. This, too, only came up as an aside a few times.
Those are just two of the many messaging failures in a campaign that viewed Conservatism as a strategy, not a governing philosophy.