"Whatever you and your team decide your new brand will stand for, deliver on that promise. That's the only way you'll ever control your brand. And beware: brands always mean something. If you don't define what the brand means, your competitors will."

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Mr. Bush has squandered the hard-built paternity of 40 years. But so has the party, and so have its leaders. If they had pushed away for serious reasons, they could have separated the party's fortunes from the president's. This would have left a painfully broken party, but they wouldn't be left with a ruined brand,- as they all say, speaking the language of marketing. And they speak that language because they are marketers, not thinkers. Not serious about policy. Not serious about ideas. And not serious about leadership, only followership.

— Peggy Noonan