How To Rebuild The Republican Brand

The Republican Party drew its lowest approval ratings in history during the US government shutdown and debt ceiling impasse. Political strategists offer five recommendations for how to rebuild the party's brand.

"Ronald Reagan is dead and they need to accept it," says O'Connell.

O'Connell suggests that instead of inspiring positive associations in voters' minds, invoking Reagan actually "prevents modern Republicans from articulating a 21st Century agenda".

"You're not a hack by watching your words," O'Connell says. "That doesn't mean compromise your principles, it's just that so much more can be accomplished through perception than in actual policy positions."

"The Republicans will know they've hit the right balance when people want to have a beer with them, and right now they don't."

Read more from Debbie Siegelbaum at BBC News 

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Analysis & Political Strategy