The Republican brand is the “Oldsmobile” of political parties. They need creative aggressive marketing guys. Dump the Beltway Consultants.
That is their problem. The people running these campaigns don’t often have any experience outside of Washington and rather than engaging retail marketing they engage friend of a friend and fill their campaigns with polisci kids of friends many who have absolutely no allegiance to a Republican or Conservative philosophy let alone marketing it so of course they don’t. Nothing is more illustrative of this than what happened in the McCain campaign when he had his campaign manager resign because he couldn’t with good conscience get tough on Obama.
This is why Republicans lose and are rudderless->
http://www.nytimes.com/2008/05/21/us/politics/21consult.html?_r=0