In marketing message is everything. If you want a message to sink in it can't be complicated. Short and simple, repeat it over and over again.

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It works with candidates, as well. Republicans know how to do this. You decide the message of the candidate, and repeat it over and over, and IT DOES NOT MATTER if it is a truth, or consistent, it becomes what the person IS. Bush said, over and over, that he was going to bring "honor and integrity back to the White House" and said it again, and then again, and pretty soon he was the guy who was going to bring honor and integrity back to the White House. It DID NOT MATTER that Bush had no honor or integrity, because he had a clear message and repeated over and over that he had honor and integrity SO THAT BECAME WHAT HE WAS. And he was able to repeat over and over that Gore was a liar. This is how marketing and repetition works.

If this sounds simplistic, in marketing and mass communication you CAN'T oversimplify. The shorter the message the more effective it is.

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I think the Iowa caucuses were all about beating Bush. The only question was, "How is he going to beat Bush?" I think a candidate's positions on jobs, national security, and other issues were relevant only so far as Iowans imagined most American voters responding to the positions, not their OWN response. [...]

Here are the simple messages, or "brands," that I think people went to the caucuses with:

Kerry = War hero
Edwards = From the South/Nice
Dean = Money & supporters/Fighter
Gephardt = Unions

But Dean allowed himself to be defined/branded by others as "angry," and that, of course, scared Iowa voters. (Previously they tried defining him as "extremist/McGovern," but that didn't stick, so along came "angry.")

Sun Tzu's Art of War says to beat a powerful enemy you must "find the weakness in his strength." If Dean's strength is being a fighter who is ready to get in Bush's face, then "angry" is the weakness in that strength. So Dean got branded as the "angry" candidate and this is Dean's fault. The reason it is Dean's fault is that if Dean is going to go up against Bush, and is ready to fight back, that means that he shouldn't be so easily defined by opponents -- because that is what Republicans DO. He should already have a team in place ready to counter that basic tactic -- defining your opponent!

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Dean has a few days to turn this around. And it is up to HIM to do this. He can blame the press or "negative campaigning" but that's the playing field he is on. If he can turn it around, then maybe he does deserve to be the nominee. If he can't, than maybe we would do better sending someone else up against Bush -- IF we can find someone who is better. I think he's a smart guy, and I expect he will do a good job of this.