Barack Obama's Rebranding Plan: Attack, Orate, Repeat
Harvard Business Review
SEPTEMBER 4, 2012
In politics, the central question you face in devising your campaign strategy is whether you're running as a challenger (a role Obama played to perfection in 2008, promising "hope" and "change") or an incumbent, which is a marvelous position if the country is thriving, and a terrible one if it isn't.
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