By Steve Lombardo and Jackie Cooper, Edelman

Unfortunately for the Republican party, the voter habits, beliefs and emotions are all moving in the wrong direction. This is because their storytelling has been terrible. Brands are symbols that provide consumers with signals about a productís identity. For the Republican party those signals are almost uniformly negative, and for that reason every Republican Presidential candidate is facing an uphill battle before he/she even begins to campaign. This isnít a guess on our part. We have the data to prove it.

The good news for the GOP is that it is correctable....

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