Institute Near East Policy
Intentionally or not, U.S. Senator John McCain has branded his presidential candidacy with tough words on war, terrorism and the Middle East.
He has stamped the Middle East brand on his campaign through both the Republican primaries and his general election drive against Senator Barack Obama. He has stuck with the message in commercials, website ads, interviews, debates and talk shows.
The brand was a natural for him, flowing smoothly from his reputation as a war hero. It played well with his Republican base and probably locked in the support of President Bush. It has stayed with him even as the economy replaced Iraq as the campaign’s primary issue. It has not always favored him, but it has identified him.
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