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Extreme Makeover: GOP Edition

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  • Description

    Branding strategist Steve Beck discusses whether the Republican Party can rehabilitate its image.

  • Duration 5:21
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This transcript is automatically generated

Republican Party looking from make Obama.

According to Politico draw in the fiscal cliff fight some house GOP lawmakers suggested teach them -- kick in 5000 box.

To hire a big Madison avenue and -- to craft a better communication strategy.

Speak about a shot down the idea but the question we want to note is.

Can you rehabilitate.

The Republican image if you -- how would you do it.

Let's bring in a branding strategist his name is feedback we prepare on this program Steve welcome back that nice to have diversity and you rehabilitate the image of the Republicans at this moment -- brands can be rehabilitated and and this brand can be read about it was not a total uphill struggle if you -- cycle is possible.

It's it's possible but it is a big uphill struggle and the reason that it exists if we look at thirty years ago thirty years ago repugnant the Republican Party -- a very clear break.

Three core pillars fiscal restraint strong on defense lower taxes and the -- iconic leader that could actually say when.

The country for the betterment of the country you have to balance as strong ideological stance with common sense and what's in the best -- the American people.

That was thirty dollars -- years ago today.

Fiscal restraint can't really claim that earmarks.

Deficits right.

Consensus on foreign policy can't really claim that anymore lower taxes not as of last not as of last Tuesday.

Iconic leader while arguably the only iconic leader that the Republican Party has right now.

Is Chris Christie.

-- arguably and he's -- yeah exactly and he's calling the party out for what they have deep.

The what -- default -- position has become which is one of obstruction which is one up we can't let the other guys have a win.

Ideology be damned.

The good are the best what's best for the American people be damned as well so so the challenges.

For the party and dubbed the the disparate parts of the party to come together and say what are we stand for.

Re establish what the core principles are and then do what every brand effectively needs to do.

Credibly.

Communicate.

Why were different.

How were different why that's important.

And why.

You should care and why should -- this direction.

Monica USA in the commercial break you saying wait a second this is the part of the Republican Party has rolled on taxes as you just pointed out -- state.

Rolled on taxes that are about to roll on immigration.

And -- gone control very problem and they rolled on spending -- on spending that is.

What walked cool principles can -- -- retreat to and say this is bonds.

What are they got.

While -- you know what they need to do is they need to look inside first this is why I think actually it's good that they didn't go higher communications firm because of the communications firm.

Doesn't have anything to properly communicate.

We can all look at advertising in fact we've looked at advertising together we have.

Now that that didn't actually really communicate much in terms of a core principle it was just like -- we after an answer on -- keep our brand in the in the public.

You know the challenge that they face is how we can relate to voters on things that they care about how we gonna get our message okay they hire you.

I suppose they did they look at a million bucks IC backed bail us out first thing you do is -- -- -- we designing for what are the core principles that work.

But they don't know global principles -- Thank you are not everybody is consented to get together and that's a problem it's like herding cats everybody has a different view -- what the party is.

So how do you -- how can you possibly bring that -- Yet there are both corporations.

But I spend my time in the business -- political -- -- K so so let's look at that lets them make the analogy.

We made the analogy to HP.

I was on your program.

When when they're new CEO was announced and she said we have the next issue promise -- -- you don't have a strategy problem.

And that's tragic problem -- you need to define why this disparate parts of HP.

Come together to create something meaningful as I'd go back to the same question is that possible with the Republican -- -- It's generally true that when you have to rehabilitate a brand that brand has already hit rock bottom -- in other words pick the candy bar company has broken are -- -- they have no choice they're bankrupt they have to do something.

The Republicans keep losing they've lost control of the house in 2006.

It also White House and -- -- also White House again.

He keep losing they keep breaking and yet.

They don't get to that point where they say -- -- that were broken and we have to take a step back they keep going along look at what to -- yesterday.

Meet the new GOP leadership same thing GOP leadership so what does it take for political party even when they're broken to get to the point you're talking about.

Well I think yeah.

Unfortunately.

What they have done is in absence of the ability to.

Firmly established this is what we stand for today -- is what we stand stood for thirty years ago.

And this is our compelling vision around how that's going to positively affect the nation may I suggest one -- -- the Republicans become the party of growth.

From -- growth leading to prosperity freedom that's economic freedom -- economic freedom growth and prosperity.

That's if that's the body.

That would be a winning -- you think -- -- with.

Well I definitely think that's that is -- that is a direction that would play and how would have a core audience that could rally behind I'll take money.

I get on.

I'll take them -- -- affect a much feedback we appreciate it thank you start Microsoft.

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