1. I do not feel it defines what Bernie's policies are really about
2. I think the socialism label will frighten voters away like "he's a commie!!"
3. The definition of democratic socialism (extension of point#1) : as having a socialist economy production means that are collectively owned or controlled by the people in a democratic government overstates what Sanders is about. His words “I don’t believe government should own the means of production, but I do believe that the middle class and the working families who produce the wealth of America deserve a fair deal,”

He wants to get single payer heathcare.
He wants to improve social security
He want a fairer split of the wealth going to the lower and middle classes

But he's not talking about state ownership of companies and things like that - which socialism can connote.

I also have never liked the use of his term "political revolution". In conjunction with socialism, the deadheads in the GOP will think he's trying to overthrow the US government.

I think his campaign could have been marketed better avoiding those words.

Social Democracy seems pretty good to me...

But I don't necessarily see it as marketing, but as what he really seems to believe..it is the truth..that the US should be a Democracy that benefits the social well-being.

It is a country of human beings. Business, and the government, SHOULD care about the human beings that make up the country.

This IS generally much more the case in central and northern Europe.