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Branding expert Marc Rudov on what Mitt Romney needs to do to boost his image and gain in political polls.
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Identifying Mitt Romney's brand if he has one earlier this week former Treasury Secretary Paul O'Neill joined us on after the bell.
To discuss the economy and the election -- here's what Paul O'Neill had to say about Mitt Romney's economic plan.
I was actually asked to comment on the economic program.
Governor Romney happens -- tend not and so I said -- -- send me what it is I'll comment on it.
And what they offered.
Was sent an empty bag.
So is -- an empty bag or is it possible that Romney can fill it up with a clear brand.
Branding expert mark Rudolph joins me now for -- what what do you think Romney's brand is.
Well it's good question it doesn't how -- one and that's the problem David you know given.
Mitt Romney's cred.
And Obama's cried.
-- Mitt Romney should be ahead in the polls seventy to thirty.
But -- started it's insane it doesn't make any sense but actually does there are two reasons for that.
Number one.
Mitt Romney -- no brand there is nothing unique about what he's saying there's nothing emotionally.
Compelling we can't hang our hat on anything he says we can't remember anything he says he's always on the defensive.
And the other reason is the United States has become Candy Land.
We have a hundred million people living on welfare right now expecting free handouts right birth control okay let's let's keep -- well a lot of brandy because.
Because the fact is is that there is a brand being built around Mitt Romney and it's being built.
By the Obama campaign not necessarily directly by the Obama can sometimes -- -- but the fact is.
They're the brand that they're -- it was all around Bain Capital and it's all about him being a dirty capitalists that.
That that goes so far is as to kill the wives of the workers that have been displaced by being kept let me.
That brand is being built by his opponent is -- not.
-- -- that's what I was saying before Romney is always on the defense.
And he's not ever putting Obama on the defense and what I was saying before is is important because the United States has become candy land and Obama is the candy man handing out free stuff.
And Romney have to counters that it.
How does he counter that when -- -- -- -- murky Branagh obtuse nobody can figure out what it is and so.
When you are trying to appeal to conservatives.
And all you say is smaller government lower taxes fewer regulations -- that's old hat everybody knows that everybody concern every conservative is for that.
But there's nothing unique and compelling about him.
So he's not reporting Obama on the ropes never putting Obama on the defensive from whatever he has a chance to say something.
Key he doesn't OK well here's a moment the march -- a -- when you're set mark coalescing here's a moment.
When Obama was put on the defensive -- it was about the following remark which I'm sure we all -- before but let's play the tape.
If you got a business but you don't -- that.
Okay now.
What helped what he can tell what Ronnie could come right back and say as I did build businesses.
I built businesses -- Bain Capital courses Olympic thing.
And it's you don't have to just take my word forty to talk to Bill Clinton about that or or Corey baker that mayor of of new work core.
Deval Patrick the governor masters their lot of Democrats.
That say that Bain Capital and Mitt Romney in particular was involved in Billiton he could be the builder why does -- go that route.
-- yeah -- -- -- that kind of sounds like he's giving a PowerPoint presentation to the board of directors he's not saying that is really evocative and provocative.
For example let's take this outside New Year's mark you can't go against high credit pulled up mark mark look you can I don't -- -- cancel -- war he can't he's not mr.
excitement.
He's not Obama he never will be -- -- bomb as great at giving speeches he's great at -- the crowd.
That's not what Mitt Romney's good at.
-- I'm wondering whether America right now wants a mr.
excitement in the White House or whether they want just somebody who's gonna build America back up to where it should be.
He doesn't have to become mr.
excitement but he does have to become mr.
bold let's take the rich -- comment Obama is a rich -- how come.
-- how come -- never says that Obama is worth ten million dollars and has a mansion in Chicago we never hear Romney talking about that.
Even even Obama has said that he's a Ritz garden but -- let's take the Swiss bank account comment that's a beautiful comment.
What Romney -- said was what I go with my money is my business.
But what does what does Obama do with 500 million dollars of your money he's give it to put it in the fist or automotive and sent it over defend.
But again we're talking about -- Romney's brand and if Romney has a brand I would say Romney's brand is that he builds things.
Whereas as it can be target again White House does not we got to leave it at that our client is David Markus Rudolph good to see -- we've run out of time thank you very.
