Except only 3 presidents in the last 100 years have lost a re-election bid.I think it’s tougher when you are the incumbent. You are basically playing damage control and pretending that you will succeed at what you failed at the first time around.
Branding is inportant. Obama had ObamaCare, Trump had the Wall. I never had to go to their website to know what their platform was. What was Hillary’s- Pant Suit nation? Or Biden’s?
Do a decent job and people re-elect you.