The term represents one or more beliefs in the candidate's belief system. A popular strategy is to campaign on strong core values while avoiding clearing defining what those values actually are.
Candidates typically avoiding defining their values and will typically deflect to another talking point. However, when cornered, candidates may attempt to define their values, but throughout the rest of the campaign they are free to add, edit, or remove any subset of their values for the sake of voter turnout.
A special kind of sentiment added to an object after having it rubbed against a man's crotchular region.
Older Brother: *Takes card and rubs against crotch*
Kid: What was that for?
Older Brother: *Hands back card* Just addin' some value.