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Connell well the democratic race for the White House sold more than 400 million dollars.
Spent on trying to build up to political brands now both senators Obama and McCain have to rebrand themselves again with the running mate.
And we branding costs money here to discuss how to brand a presidential ticket.
We're joined by GOP strategist Ed Rollins and branding expert haze Roth who is the chief marketing officer for a Lander & Associates good morning gentlemen when -- All right -- he's talked to me about what.
The brain Iran's war for -- -- and Obama before a date sealed the deal here for the nomination.
Well there's a lot of chatter about that as you know.
I think a lot of people wanted to think of Obama as the apple brand these young upstart.
I thought of the more his school because he's an upstart but he didn't have the history of an apple so I think he wants to transition from Google -- apple.
And there are a lot of reasons for that and terms of McCain.
I thought of him as -- Lincoln Navigator.
The guy who is maybe it's a Ford 157 like -- but a guy who isn't straight ahead I don't see the Hummer that gets to.
Believe it's for him I think he's much more of straight ahead guy but now he's got to figure out how -- appear as one of his new book running.
Our Ed Ed you know -- comedy -- says he wouldn't -- commercial break before we sat down.
So who'd they pack so let's talk about it start with McCain who -- the most viable presidential vice presidential candidates and -- -- First -- I'm very prejudice I was chairman Mike Huckabee campaign I think Mike Huckabee be tremendous adversity very articulate he's young men and governor which is important and is present Washington.
-- I think Romney obviously is as a lot of support governor Crist from Florida very critical state force in the final analysis.
You know and then I think the McCain people are looking at some nontraditional people some.
Women in business and others did you know that sort of trying to match some things up but I think at the end of the day it's probably going to be someone like -- What about for Obama.
Yeah I think Obama -- that the big the big obvious choices.
I may take Hillary -- -- not gonna take Hillary and I think the quicker he makes that decision the battery is great strength to her she can add.
The Democrats have been voting for over the over the last months.
The downside on that is that she's got a husband who basically is a former president and has a room and is.
But when you go home and -- Michelle.
Guess it is were having dinner with tonight it may -- goes well I think in his case he hit he has some foreign policy weakness.
I think someone like Joseph Biden chairman foreign relations committee could help a measurably.
Someone military well Wesley Clark would it would help -- the end of the day -- still an award no matter how quickly promised to get us out of there.
He may find the end of his term -- -- -- to the penguins.
An interesting point -- because you listen to their speeches the other night first -- when Obama clinched it and McCain speech that very night where they attacked each other was very much all about the war.
What you need to do right now because we're talking about re branding them because you got a factor in the vice presidential candidates.
But on the other hand isn't the reason they are who they are where they are because of the brands that they've created over the campaign trail.
Exactly and -- -- live to regret the mergers are those where you just squish things together AOL Time Warner and you hope that the two brands together create a larger hole.
In this case with a bottle being so strong and obviously McCain so strong as represented brands.
It's not really emerge of the diversity and acquisition who they gonna bring in is going to be part of the content of what they talk about it and they're only very few of the people that they had just named.
Who you could actually call brands Huckabee for sure.
Romney may be Biden I don't know -- A -- I just read from the heads visual pattern there that he thought that maybe Romney and -- -- were possibly two of the better candidates may be.
How did they factor in if you look at them on a branding perspective Romney and McCain together.
Romney McCain to me that sort of you know Ford and General Motors technical it's kind of an -- -- they're both well established brands.
They are -- -- it's hard to say would would Romney you know the other side of that is the Mormon Tabernacle Choir which is the liability but.
I think those are two very established brands are kind of mainstream both of them so I think that you gonna look at how they pair together.
In terms and -- love Biden well Obama.
I think that's going more to G.
What he's got to do is establish -- it -- -- -- says that this he's got to find somebody gives him real credibility so -- apple and GE --
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