Every so often, we hear about it. Party "leaders" boast about it. Candidates hint at it. And a number of "mainstream" media pundits hype it to death.
Ever since the polls closed in November 2012, we've been hearing about "Republican rebranding". It was supposed to bring the Republican Party into the 21st century. And it was supposed to retool & revitalize the Republican Party in time for the 2014 & 2016 elections.
We can't help but wonder if this is what Republican National Committee (RNC) operatives had in mind when they announced "Republican rebranding". G-O-TEA politicians in Nevada & nationwide rallied in support of Cliven Bundy. G-O-TEA politicians are now rallying behind Donald Sterling. Maryland Republicans are now trying to strip transgender people of basic civil rights. Mississippi Republicans are now jumping on board the "License to Discriminate movement". And regardless of what they say is in their party platform, Nevada Republicans are mostly still lining up against marriage equality.
We can't help but wonder what RNC operatives wanted in terms of "Republican rebranding". They drove Sue Wagner away in favor of embracing "Uncle Sugar". They've let Cresent Hardy trumpet his "philosophy" on "segregation laws". And they follow Rush Limbaugh's lead in slut shaming, race baiting, and homophobic/transphobic fear-mongering.
Shortly after the 2012 Election, the RNC ordered an autopsy. That autopsy report ultimately called for an end to the G-O-TEA Culture War. But instead of doing that, the party has been doubling down on that Culture War to the point of celebrating "outlaw cowboys", "cantaloupe calves", speculation of voting for slavery, and even "freedom to discriminate". Oh, what a "rebranding" Republicans have accomplished!
And they're wondering why the 2016 polls are not looking good for them (and even the 2014 polls are not looking as great for them as they claim)? They've been doubling down on "Culture War" for so long that they've succeeded in locking in the 21st Century Know Nothings... While alienating nearly everyone else. And no amount of cosmetic "rebranding" can change this reality.