Republicans can't agree on new image By: Patrick O'Connor Nov 7, 2007 06:02 AM EST
An effort by House Republicans to "re-brand" their battered party with a new agenda and a new strategy to sell it has fallen behind schedule as GOP leaders try to referee ideological and tactical disputes among their members.
House Minority Leader John A. Boehner (Ohio) began the project to refurbish House Republicans' scuffed public image at the start of the year, amid widespread expectations among lawmakers that the results would be ready for public rollout this fall.
As it now stands, according to members and well-connected staff aides, the debut could happen as late as next spring, after the presidential primaries.
Boehner's idea had been that the GOP could lift itself off the mat by borrowing from private-sector marketing concepts. Among those who have consulted in the effort were corporate brand experts such as Richard Costello, the man behind GE's famous "We Bring Good Things to Life" campaign.
But modern business techniques have stalled amid old-fashioned political disputes. Lawmakers who think the party needs to embrace a more moderate image on issues like health care and the environment are at odd with conservatives, who believe the way back to victory is to reclaim the GOP's traditional reputation for taking a hard line on spending.
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