All This “Brand” Talk
It is vogue these days, as good Republican editorialists, to bemoan the state of the Party ‘brand’. President Bush has saddled us with Watergate-era popularity, Congress is and shall be firmly retained by Democratic majorities in both chambers, and Sen. Barack Obama will conquer and pillage in blue states, swing states, and red states on his way to 1600 Pennsylvania Avenue. It is a bleak and jarring picture - especially so for a Party which, barely a few years ago harbored legitimate discussion about a ‘Permanent Majority’.
Perhaps the first problem we face is that we choose to discuss the future of the Party as though it were a Madison Avenue creation - a great theater actress who has fallen on hard times not for poor acting but for bad hair. The Party elders that choose to keep talking ‘brand’ and cease talking ‘values’ are facilitators of peril, not remedy. “Brand” suggests that in our fake and too trivialized society, the best means for political rebirth is a new logo, a fresh basket of buzzwords, and some catchy slogans. Politics is thoroughly common in its ability to place too high a value on transient successes.
For all the rhetoric about transformational elections, 2008 may distinguish itself not for its “return to sanity”, but an escape from it. There is a real need for serious policy discussions. Sen. Obama is not one of these “Third Way” liberals in the mold of Bill Clinton or Tony Blair, he is actively campaigning for President on a cornucopia of ideas that have been roundly rejected in the past.
It falls on us to not be distracted by talk of a ‘new and improved brand’, and instead focus on promoting our values, especially those that we forgot about when Republicans were in power - a smaller government that cuts up the national ‘credit card’ and starts reducing the national debt, a simpler government that requires less red tape and agita to get things done, and a more fair government that does not favor one set of lobbyists over another - rather favoring sensible policy over foolish ones.
We here in Connecticut have a central role to play in this discussion. We’ve already eaten from the public policy menu Mr. Obama is selling - and damn it, we’ve already had two decades of all-you-can-eat buffet - and we know the ill effects: stagnant job growth, the third highest electricity rates in the nation, the highest gas prices on the U.S. mainland, and the heaviest per-capita tax burden in America. Mr. Obama can put all the lipstick on the pig that he wants - what comes out the other end isn’t roses. Republicans can and must make this case in the fall.






