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Are other reasons that he lost. there were other moderates that lost, too. connie mack in florida, he's a career politician. he lost. you cannot blame all the losses on the tea party. the republican party has a branding problem. the republican party is horrible on messaging. absolutely horrible on messaging and what ends up happening is that they're on defense all the time. they never go on offense. that is the biggest problem. they need to figure that out. we're here to hold everybody accountable. it's not -- we're not here to cozy up to the republican party. we want wug to live within their ...

Welcome back to "morning joe." just looking on my twitter feed here, "washington post"/abc poll of handling of fiscal cliff negotiations, obama, 47% approve, 46% disapprove. boehner, 24% approve. 54% disapprove. i would say, the republican party continues to have a branding problem. >> there is. >> or a disintegrating problem in washington. >> it is a branding problem that was born of chaos in the primary process that continues. there is a great "politico" article that actually talks about the republican problem with branding. and talks about -- >> it's a great piece. >> have you seen this? >>...

Federal level and state level where republicans on the state level control 60% of the governors. they have a majority of state senators nationwide. they have a majority of state legislators nationwide. but you get to d.c., and republicans in d.c., richard wolffe, my god. it reminds me of the famous quote of churchill. when winston's right, winston's right. but when he's wrong, my god. one of his friends said that about him. >> it was true. churchill also said that, you know, the definition of success is going from failure to failure without lots of enthusiasm. i think by that measure, republic...

Say -- we asked 22, 23 different topics, whether americans related more to the democratic party or the republican party. 22 of the 23, they appeal more to democrats. >> yeah. >> it is a generalized, massive branding problem over what's happened nationally over the past year. >> except in the south. >> the piece, in part, points out that unlike people who sit around here, most people, normal people out there in america react emotionally to politics when they hear phrases, they react emotionally. does this represent hope? fear? they go with hope. >> there's also some substance to it. that the re...

Results of the election. it stands. we need to like you said regroup and look at what we need to do better moving forward. but the election's not going to be overturned. >> many tea party activists point the finger of blame at mitt romney for the group's poor showing. tell me what you've looked at in terms of this past election and what lessons have you learned from your losses? >> well, you know, there's plenty of blame to go around. tea party candidates lost, moderates lost, there's plenty of blame to go around. i think the republican party has a branding problem. you know, when we -- when w...