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Politics : Liberalism: Do You Agree We've Had Enough of It?
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From: calgal7/21/2012 4:28:04 AM
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Rules for Romney How to win.
Jul 30, 2012, Vol. 17, No. 43 • By JEFF BERGNER and LISA SPILLER


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The two of us recently published a book about the highly successful Obama presidential campaign of 2008. From our research we distilled 10 lessons for 2012 Republican primary candidates called (with apologies to Saul Alinsky) “Rules for Republicans” (The Weekly Standard, January 2-9, 2012). With the Republican primary now behind us, it is fair to ask: How is the Romney campaign doing?

Morris

First, the good news. Romney campaign headquarters is located far outside Washington, D.C. (unlike the Clinton and McCain campaigns of 2008). The Romney campaign has developed a state-by-state electoral strategy with multiple avenues to victory. The campaign has made it clear that it will reject public financing and its attendant spending limits (unlike the McCain general election campaign of 2008). The Romney campaign is running a strong ground game, especially in the battleground states. And the rumored names of potential vice-presidential running mates are largely solid and promising.

There is also bad news. There are three major areas in which the campaign urgently needs to sharpen its focus, and these areas are absolutely critical to success. We outline them here in three “Rules for Romney.”

Rule 1: Define your “big idea.” What is the overarching theme of your campaign? What is the first thing you want people to think and say about you? What do you stand for? These questions—which are all really the same question—are not easy to answer. In answering them, you are defining your brand.

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