If a movement doesn't define itself in easy to understand terms early on and then stay on message and pound it home every chance they get, they in effect leave a blank slate that allows your opponents to write it for you.
It's harder for conservatives since our opponents own the MSM. Give them any kind of daylight and they will run with it until they drive you into irrelevance. We're seeing that now in the articles and columns stating the message is unclear. Once they get label to stick then it will be on to Sullivan's tactic, calling it a childish tantrum.
Does “tantrum” remind you of something? It was word Dan Rather used to describe Reagans election victory in 1980.
Some things never change.
And on the heels of Carter, no less! What else are you supposed to have when someone puts a stick in your eye?
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PR? Marketing? Sociology?