The GOP's 'scathing self-analysis' and drastic rebranding plan

The Republican Party conducts an autopsy on its 2012 election setbacks. The verdict? Voters think the GOP is "scary"

Reince Priebus
(Image credit: Win McNamee/Getty Images)

On Monday, Republican National Committee Chairman Reince Priebus unveiled a 98-page "autopsy" of the GOP's 2012 election failures, saying the party needs to change its ways if it wants to do better the next time voters go to the polls. The review includes several recommended fixes, from embracing immigration reform to shortening the GOP primary process to improving the party's campaign ground game. One of the GOP's biggest problems, Priebus says, is that "we've done a really lousy job of branding and marketing who we are." As a result, Priebus says, many voters think Republicans are "scary" and "out of touch." To improve the party's image, the RNC plans to spend $10 million on a rebranding effort to reach out to minority voters.

This is a pretty "scathing self-analysis," says Neil King Jr. at The Wall Street Journal. Page after page, the report "describes the party as ideologically ossified, unable to speak to a wider electorate, and increasingly seen as representing the rich and the old." The recommendations on turning the party around are drastic, too, notes Janet Shan at the Hinterland Gazette. And they could do the GOP some good, as long as it can keep a lid on the kind of outrageous comments that created Republicans' image problem in the first place.

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Harold Maass, The Week US

Harold Maass is a contributing editor at The Week. He has been writing for The Week since the 2001 debut of the U.S. print edition and served as editor of TheWeek.com when it launched in 2008. Harold started his career as a newspaper reporter in South Florida and Haiti. He has previously worked for a variety of news outlets, including The Miami Herald, ABC News and Fox News, and for several years wrote a daily roundup of financial news for The Week and Yahoo Finance.