‘Believe Again.’

The executive branch of our government seems to have a credibility problem. Whether it’s Iraq or Katrina, a straight answer is hard to come by. This administration makes Nixon look like the patron saint of the polygraph. The use of a question or statement that raises the credibility issue without beating consumers over the head in a partisan fashion seems wise. In matters where belief conflicts with fact, you have to let consumers complete the loop—let them come to your conclusion for you. Now, if only the Democrats could run someone with more charisma than a Ken doll.

‘Strength and Honor.’

These days fear of the unknown is more powerful than ever. You have disease, natural disasters and that thermonuclear micro-Elvis in Korea scaring the rabbit pellets out of anyone not wearing SPF 5,000. In times of perceived trouble and strife, the country tends to turn to a more basic and fundamental point of view. It’s this consumer truth that has driven the political strategy of Rove & Co. for the last eight years. The key is casting this fear into stoic resolve and a test of faith. While there are a number of lines that will work, the strategy is golden, as history has proven.