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Bush/dukak bush/dukakis. clinton/bush. and then we could go on to the races '96, 2000. and when we went through them, the consensus was that in every case, the person you'd rather sit down and have a beer with was the person who won. are we underestimating that sort of niceness, coolness relate ability factor? >> i like the phrase the brew factor. and, yes, it does matter. but what also matters is what's inside the bottle. and so if i don't like the beer, i'm for the going to try it again. and so but you are right, packaging does matter. the way messages are parlayed really does matter. but at...

Character judgments that hers looking for in a leader. you're not going to decide because you like jimmy fall on that ut vote for him. but if you're trying to reach younger voter, then being relevant, finding what they're viewing and delivering those messages, yes, that's important. when he makes a joke about rec santorum saying having a college degree makes you a snob, when he makes that kind of joke, yes, it's fun if i, there's a bit of self deprivation in there, too, but it'ses also speaking to people about those values that were expressed through the republican contest. so there is politic...