@dangillmor They've been a faceless nothing since the 1980s. This isn't a new change or any alternative direction for them. Consider the last well-used Dem slogan: "Hope". It's passive, requesting no action, no need to do more than just sit quietly. Compare that to the Republican line of the last decade: "Make America Great Again". It immediately suggests personal responsibility and necessity for action. It implies that the government alone can't do that - it's the role of the people. There's no solution given, but rather a challenge put forward.
Think about it in less recent terms. "We don't like forest fires" vs. "Only you can prevent forest fires." Would Smokey the Bear be as well remembered if there was no clear assignment of responsibility? Or if it wasn't a challenge to every American to stop these fires? Would we be so personally incensed about the arsonists who started wildfires in CA if the language had been impersonal, or not assigned direct responsibility and authority to each person?
When the Democrats can come up with a single nationwide ideal to act towards, which places responsibility for the success of the goal individually on the shoulders of each person, they'll have a chance.
But I don't see that happening. MAGA has won, ideologically.