sky. they're all pretty much the same. how did he persuade people to buy yours? he applied a brand. he was genius in doing that. in republican politics, at the start of the cycle, there were 17 republican candidates. 16 agreed on something like the gang of eight comprehensive immigration reform, which was rejected by the majority of the party. a majority of the party had a view that nobody was addressing, a minority of the party had a view competed over by 16 candidates. what does any smart marketer do? goes for the big market slice that is underserved, unserved, by the existing inhas bepeople space. >> what is the solution? >> i recommend the path i like best, the one least likely to be adopted. the party needs a more middle class economic message. smaller tax cut at the top.