Are you saying “vote for us you morons” isn’t a winning message?
Or if you don’t vote for us you are a racist, homophobic, anti-women monster...
“Smarter marketing, smoother organization, greater outreach and fresher faces are among the most commonly cited remedies.”
In other words, the same crappy message is still there but they need a better way to package that message. I seem to remember them discussing this in 2004.