Badly damaged

The Republican brand problem

By Chris Cillizza and Aaron Blake, WashPost, Updated: December 13, 2012

One thing comes through loud and clear in the new NBC/Wall Street Journal national poll: Republicans have a major brand problem.

Consider the following findings in the NBC/WSJ poll:

* Asked an open-ended question as to what single word or short phrase people would use to describe the Republican Party, 65 percent of the responses were negative, while just 17 percent were positive. (For Democrats, 35 percent were positive, while 37 percent were negative.) Among the most oft-mentioned phrases used to describe Republicans: “bad/weak/negative” (8 percent), “uncompromising/need to work together” (6 percent) and “broken/disorganized/lost” (6 percent). So, that happened.

* The poll tested the positive and negative ratings for 11 politicians or political institutions. The lowest rated — in terms of the differential between positive and negative ratings — was the Republican Party, with a 30 percent positive score and a 45 percent negative score. Of the five worst positive-to-negative ratios, Republicans claimed four of them. (The lone exception: Susan Rice with a 20 positive/24 percent net-negative score.)

* When asked who they trusted more in “handling the fiscal cliff,” 38 percent named President Obama while just 19 percent named House Speaker John Boehner and Republicans in Congress. (Fourteen percent said they trusted both equally, and another 28 percent said they trusted neither side.)

What those numbers make clear is that the Republican brand is badly damaged. It is regarded by too many people as an uncompromising relic of the past — a party that lacks new ideas and is, therefore, forced to largely serve as a blockade to the other side. (That’s the biggest reason, by the way, why Republicans should be interested in compromising on the fiscal cliff. They gap between how Obama is regarded and how they are seen is enough to make going over the cliff a genuine political loser for them.)

(More here.)