Jimmy Carter dramatically demonstrated the potency of  political symbolism when he first defeated George Wallace in a primary in the South.

Beating Wallace in his home territory without being racist or hate-filled established Carter as a major "white knight" in the rest of the country's estimation. 

Once this image was established, Carter was in such a strong symbolic position to run against everybody's invisible opponent, the Watergate-stained Richard Nixon, that he was able to ride his white horse all the way to the White House.