Rules for Republicans

"The two of us​—​a marketing professor and a political analyst​—​have just published a book about the highly successful Obama presidential campaign of 2008. We have distilled a number of lessons from our research. Since the Obama camp already knows these lessons firsthand, we call them “rules for Republicans” and have presented them to a number of the 2012 Republican presidential campaigns. In summary, here they are:

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• Rule 1: Define your “big idea.”
• Rule 2: Sell your benefits, not your features.
• Rule 3: Do not dilute your positions to win over middle-of-the-roaders
• Rule 4: Do not let the Obama campaign brand you.
• Rule 5: Locate your campaign headquarters outside of Washington, D.C.
• Rule 6: Develop an electoral strategy with multiple avenues to success.
• Rule 7: Quickly and categorically reject public financing.
• Rule 8: Run a good ground game
• Rule 9: Consider someone like Marco Rubio as your running mate."

[Weekly Standard]