Where are the GOP “re-branders” now? Palin brews “GOP Classic” In the spring and summer of 2008, it was popular to talk about the GOP “brand” as damaged goods. Boehner, Schwarzenegger, Tom Davis, even Andrew Sullivan all lamented (or celebrated) the shopworn nature of the Republican brand - and all suggested that the path to re-branding led away from Bush’s White House, to a new formulation - in essence, a kinder, gentler Republicanism of the Bush I or even Rockefeller era. They ignored, of course, Bush the younger’s attempt to provide a compassionate conservatism. Needless to say, none of them had any idea of what branding is all about. As marketers, the GOP rebranders would have had successful careers at the Coca Cola Company in the early 1980s, when New Coke was created. But New Coke was a failure, except by its contrast with Coca Cola Classic. What Sarah Palin delivered last night was GOP Classic - a slap in the face not only to the hapless Obama and Biden pairing, but to those who sought to walk away from the strengths and basic identity of GOPitude and create a New GOP brand. Coca Cola Classic saved Coke. We just saw a master marketer - Sarah Palin - hired by a master CEO - John McCain - do what great marketers have always done.

Have PoliticalMavens.com delivered to your inbox in a daily digest by clicking here