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. The words "independent," "change" or "reformer" weren't among them.
Voters have notoriously short memories, but it could be argued that McCain cheapened his own brand.
He embraced President Bush and attempted to become, like Bush, the choice of the Republican establishment. In the process, he helped obliterate recollections of his first run for president, when he became the first Republican in a long time with strong crossover appeal to independents and Democrats.
Losing his reputation for independence could prove particularly costly this year.
The current campaign environment is among "the worst in modern history for Republicans," McCain campaign manager and super lobbyist, Rick Davis said recently.
Simply driving up turnout by the Republican base - a strategy good enough to win the past two presidential elections - won't work as long as Democrats continue to hold a double-digit advantage in party identification.









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