The Hill News

A single word, phrase or image can define a company, for good or ill: Think Different, the “Swoosh,” Got Milk?.

Political parties are no different. With the largest conservative gathering taking place this week â€" CPAC â€" the GOP needs to do some serious soul searching about its brand.

The 2008 election and the rise of grassroots celebrity Sarah Palin brought the GOP’s branding problem into sharp relief. Finding the right message has become more difficult following the midterm elections, the success of the tea party movement, and the crescendo of Rep. Michele Bachmann (R-Minn.).

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