Themes are important to the continuity and the success of any campaign--regardless the product that is being advertised.  I believe that one of the primary reasons why Hillary's campaign failed was because its theme of "experience" and inevitability.

"Experience" was not a theme that resonated well with the American people this year.  Experience translated to many Americans as meaning "more of the same old Washington politics."  Another thing about theme that any copywriter will tell you is that it must be consistent or the consumer will become muddled in regard to your brand.  Obama began with the theme of Change and he continues with that theme.  His theme is very very strong and very much associated with the Obama brand.

McCain?  Anyone know what his theme is?  I think it is security, but I'm not certain.  Securitiy is another theme that is not too popular this year as it is very much tied to Iraq and the awful failure that represents for the American people.

Here are my talking points about Mccain: dumb, liar, woman hater. 

1. he is dumb - lots of material regarding all the implications for having a president who graduated fourth from the bottom of a class of almost 900 students leading our country

2. he is a liar - there is a long list of lies that McCain has been caught in. He is no different from Nixon the liar, Reagan the liar, or Bush the liar.

3. he does not like women - any man who tells jokes about women enjoying being raped by gorillas, or who suggests that a young girl of 18 is ugly and that her mother is Janet Reno not only does not like women, I would say that he hates them.

 Here are my talking points for Obama

1. he is very bright.  In his second year at Harvard he was elected president of the Law Review and was editor-in-chief, supervising 80 editors. Now that is REAL leadership supervising 80 editors. Talk about herding cats!!!!!!! He graduated from Harvard law school magna cum laude!  (You could easily say that Obama and McCain are at the opposite ends of the intelligence spectrum--literally.)

2. Obama tells the truth - In addition, Obama does not engage in name-calling and male chauvanist drama such as we see coming from McCain who self-righteously pontificates about the "radical islamic extremists" implying that all Muslims are such because he does not qualify this remarks and name calling in any way to exclude the millions of Muslims who are not terrorists.

3. I believe that Obama is a man who genuinely likes and appreciates women.  Never in my wildest imagination could see him telling a sexist joke about women.  Unlike his opponent, John McCain who voted against it, Obama voted for equal pay for women. Unlike John McCain, Obama supports a woman's right to choose.