BATTLE OF THE BRANDS. With a couple of big Democratic primaries coming up, no one's paying much attention to John McCain, which may be what convinced the Ole Perfesser that it was safe to run this reader comment:

If John McCain were to end up running against Obama, he should run a Dwight Eisenhower 1952 style campaign. Washington outsider/insider maverick, military background, the older wiser man, the symbol of sacrifice, patriotism, common sense, and morality, against the young, inexperienced, selfish yuppie narcissist.

The intellectual main stream media elites did not like Eisenhower in 1952, and the MSM and academics derided Ike for the next 40 years or more. McCain cannot try to be as cool or hip as Obama, but he could go with his strengths, and like Eisenhower be the anti-cool candidate, the candidate of the silent majority.

McCain's record of service is distinguished, but does not include winning World War II. Neither is he running after twenty years of Democratic rule.

Symbolic analysis only gets you so far in politics. Having heard lots about Obama's youth appeal, we are bound to hear from the other side encomia on age and experience. Military cred helps with the mix. (McCain's in on the game, as shown by his recent reference to himself "on the point of the spear.")

It may be that we are so saturated with inside political information these days that even amateur analysts begin to think of these races as if they took place in a vacuum, or in a focus group. We're used to thinking of campaign messages as another form of marketing: find the target, flatter their prejudices, and sell them the product. But the kind of thinking on offer here misses even the essential logic of marketing: people have needs as well as psychological profiles. If the patriotic brand of detergent doesn't do the job, even patriots may turn to the hippie brand.

The "change" mantra is so associated with Obama now that we might miss what was brilliant about grabbing that association: people are dissatisfied with their government. The appeal of the change message existed before Obama turned up with cool posters and dazzling speeches. Despite the tactical adjustments that the Obama surge necessitated, Clinton's essential message remains that she is the better candidate to affect change.

I really think McCain's best hope is to tell Bush, Rush Limbaugh, Mike Huckabee, and everyone else to go fuck themselves. He should exacerbate every fight he's ever picked with the Republican Party, and as soon as the nomination is sewn up start telling people how happy he is to have reclaimed the GOP from the scoundrels and con men who had given it such a bad name. At the convention, he should ask Huckabee to pray extra hard for him on his frequent visits to church, because McCain will be too busy kicking ass to attend services. He should tell the bloggers who have complained about his economic positions that he really doesn't know what he'll do in office because he assumes Bush has been keeping two sets of books and he won't be able to tell what measures may be necessary until the team of forensic accountants he will send to Treasury has issued their report.

It's not enough for him to rely on operatives to make his opponents look like just-another-politicians. He'll have to demonstrate that he isn't one himself. It's a tall order, of course, but desperate times call for desperate measures. Keep hope alive!