The beauty of thinking of the party as a brand instead of a political entity is we can sidestep that sort of dysfunction, at least long enough to start revitalizing the party. In advertising we succeed when we keep things simple.
The fallacy here is that you can’t simply advertise the dysfunction away. Advertising has to actually reflect the positions the Party holds and practices.
Imagine Democratic candidates stepping up to the podium in hundreds of districts across the land and beginning a speech with this simple proposition. “The Republicans in Washington no longer care about truth, justice and American values, but I do.”
And what do those candidates do when the press points out that they’ve been lying about everything? They can’t claim to “care about the truth” when their lies are publicly known. They can’t claim to care about justice when the laws they vote for create injustices. And they can’t claim to represent “American values” when they are out of touch with huge swaths of Americans.
Your advertising approach is like Exxon claiming they care about the environment or Comcast saying they care about everyone getting the best Internet/Cable TV service at the lowest price.. Does anyone actually believe them? Nope!
Ultimately, this isn’t about pushing the party to the left or right, or even to the center. It’s treating the majority of potential voters like a good brand treats its customers. Listening to them. Respecting them. Connecting with them emotionally.
No. Ultimately, this is promoting the idea of covering up everything that is wrong with the Party and just giving it a fresh coat of paint while hoping no one notices.