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About the relevance of the branding. newt gingrich, conservative. >> right? >> mitt romney, moderate. that matters. there is a real branding issue for mitt romney. >> well, and if you look back at the romney -- mitt romney over the last year, i think youre going to see some regret by the campaign they didnt do enough to define himself. they didnt -- i think they tried, but they kept emphasizing. they clearly focused on something and heard the private sector saying the best part of the biography....