Name recognition can only help, but I would say that Shrillary's advantage with "working people," (God, I hate that construct; are those not near poverty level "idle rich?") is that she does what the Democratic Party has always done since its inception: appeal to class and ethnic identity.
She's cashing in on a sense of loyalty to the party that always promises them goodies if they get in. She's Santa Claus.
Barack is actually - wonderfully - using his race as a way to say, "let's get beyond race and identity politics." That's what makes him so exciting and honorable.
Hillary is using fear: fear that if you don't vote for The Machine you will have X taken away, or Y not given to you. That stuff runs deep, unfortunately.
As for her advantage with women, which is slipping away fast, they are older women who have gone through the sex wars and finally want to see a woman get in.