I've been talking about this a lot. I did a speaking event in San Diego yesterday.

Got a chance to get some feedback with, you know, with Republican women and stuff.

And this business about the Republicans have a philosophy, but not a brand.

I think that's really, really, really, really important.

The thing that's becoming clear to me in the last week is that people could vote for a guy like John Fetterman or Biden for that matter.

As I said before, because they love Bobby Kennedy so much.

They know what the Democratic brand is.

If you say woke politics, you don't have to like it, but you know what it is.

And we have principles and we have philosophy and all of that, but we don't have, it's not a brand.

It's not a vision.

It's not a clearly articulated, repeated vision on what it means to be a Republican.

All it really means to most people is you're the guys who say no to everything.

And that development of a brand, the only reason I keep coming back to this is because it's clear

to me what happened was, is that on the midterms, people came out and voted for the brand.

You can't vote for Federman.

He's clearly, he's not there. His brain is putting. But you can vote for the brand. You can't vote for Federman. He's clearly... No, he's not there. But you can vote for the brand. You know that if you vote for

Federman, either Federman's going to have a Democrat helping him through the process or he'll be

replaced by a Democrat, but you're buying the brand. And crafting that brand message is my

kind of my new mission, is trying to figure

out how to get that down to something really, I don't want to say pithy, because I don't want

it to sound phony, but condensed, clear, simple, three lines, that's it. This is what we believe

in. And we've had this conversation before about how

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