Negative Branding: Obama's Lost Opportunity
Having been joined now by a chorus of Obama blogs in concern with Obama's post partisan unity schtick campaign, I am somewhat amused that no one noticed the problem before. TPM has been on it all day but this e-mail Marshall posts got my attention:
Obama needs to own the branding of John McCain, the man. . . . To that end, I think the essence of Obama's campaign needs to be "John McCain will do anything to get elected."
Obama has experience in that message no doubt ("Hillary will say or do anything to get elected") but it won't work on McCain because the Media will not play along. The problem is Obama has never gone after Republicans and specifically tied them to Bush (he of the 25% approval rating.) People are making this more complicated than it is. All you have to send as a message is not MCCain - flip flopper or anything like that, you say McCain - Bush's third term. Period, That is the negative branding that should be driven home every single day. That should be Obama's message every single day. But Dems don't do negative branding, they just get branded. I wrote about this when I was ripping into Lakoff back in 2006:
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