McCain's Most Vicious Attack Was on His Own Brand Name

When one looks to cast blame for Sen John McCain's loss, it's foolish not to cast a gimlet eye on the McCain campaign itself. Because strategically and executionally, it was not merely a disaster; it was an embarrassment -- whatever "it" was, because "it" was a moving target. Over the course of two months, McCain's marketing messages were, variously: 1) Country first. 2) Maverick. 3) Don't listen to those ridiculous, un-American, liberal, intellectual, coastal elites. 4) Barack Obama is a superficial celebrity. 5) Tested. 6) Change. 7) Obama is a dangerous unknown quantity. 8) Obama is a socialist. He should have stopped after No. 2, exactly as Obama never stopped talking about the economy, health care and education over and over and over and over no matter what flak the Republicans were shooting in his direction. He was relentless; McCain was reactive.