"The President often speaks of principles, and in so doing has taken Democratic rhetoric to precisely where it needs to be, in the realm of values (as in his stirring lines about parents turning off the television set and reading to their kids when talking about education reform). But the average American associates those principles with Obama, not with the Democratic Party, because Democrats outside the Oval Office remain long on policies and short on clearly, colloquially stated principles."
Brand, or get branded.
Neuroscientist Drew Westen (author of The Political Brain) wonders how the the Democrats are becoming less popular, even as the president's approval ratings soar. His conclusion: They are losing the branding war.