The McCain Brand, Diluted

Fight disinformation. Get a daily recap of the facts that matter. Sign up for the free Mother Jones newsletter.


The Baltimore Sun has bad news for McCain:

John McCain once had the most powerful brand in American politics.

He was often called the country’s most popular politician and widely admired for his independent streak. It wasn’t too many years ago that “maverick” was the cliche of choice in describing him.

But that term didn’t even make the list this year when voters were asked by the Pew Research Center to sum up McCain in a single word. “Old” got the most mentions, followed by “honest,” “experienced,” “patriot,” “conservative” and a dozen more. The words “independent,” “change” or “reformer” weren’t among them….

For many voters, his image today is as an outspoken defender of an unpopular war in Iraq and a supporter of Bush’s economic policies, including the tax cuts that McCain voted against in the Senate but now promotes as a presidential candidate.

In a recent NBC News/Wall Street Journal poll, 54 percent of respondents said they are looking for a “new president who would bring greater changes to current policies, even if that person is less experienced and tested.” The message to the McCain campaign ought to be clear — branding the Senator as “experienced,” “patriot,” or “conservative,” as they are already doing, just isn’t going to work this time around. (“Experienced” didn’t work for Clinton, and “patriot” doesn’t seem to work for anybody.)

They have to find a way to get on the change wagon, but without sounding like a faint echo of Barack Obama. The 2000 John McCain might have been able to do that. But the 2008 John McCain, who has spent eight years warming up to Bush and becoming the candidate of the Republican establishment, seems to have ruined his chance to do that. What a drastic misreading of the political climate.

ONE MORE QUICK THING:

Or at least we hope. It’s fall fundraising time, and we’re trying to raise $250,000 to help fund Mother Jones’ journalism during a shorter than normal three-week push.

If you’re reading this, a fundraising pitch at the bottom of an article, you must find our team’s reporting valuable and we hope you’ll consider supporting it with a donation of any amount right now if you can.

It’s really that simple. But if you’d like to read a bit more, our membership lead, Brian Hiatt, has a post for you highlighting some of our newsroom's impressive, impactful work of late—including two big investigations in just one day and covering voting rights the way it needs to be done—that we hope you'll agree is worth supporting.

payment methods

ONE MORE QUICK THING:

Or at least we hope. It’s fall fundraising time, and we’re trying to raise $250,000 to help fund Mother Jones’ journalism during a shorter than normal three-week push.

If you’re reading this, a fundraising pitch at the bottom of an article, you must find our team’s reporting valuable and we hope you’ll consider supporting it with a donation of any amount right now if you can.

It’s really that simple. But if you’d like to read a bit more, our membership lead, Brian Hiatt, has a post for you highlighting some of our newsroom's impressive, impactful work of late—including two big investigations in just one day and covering voting rights the way it needs to be done—that we hope you’ll agree is worth supporting.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate