Following last year’s presidential election, many observers opined that the losing national political party had become a “tarnished brand.” Even some party leaders were critical. They attributed the party’s electoral defeats to the incumbent administration that had not been faithful to the party’s traditional brand of limited government and spending. The concept of branding has become increasingly important in our culture. According to Wikipedia, a brand is “a symbolic embodiment of all the information connected to a company, product, or service. A brand serves to create associations and expectations among products made by a producer.” Businesses and organizations devote a lot of time and money to creating a brand that will inspire confidence and loyalty among customers and constituents. But branding is not simply creating