The Republican "rebranding" effort may be on temporary hiatus as all the party's factions come together in the vain hope that they may finally have something to impeach Barack Obama over, but as soon as these various non-scandals, faux-scandals, and mini-scandals fade, the GOP will surely get back to bickering over how it can pull itself out of its electoral doldrums. In wondering where they might go, The Atlantic's Molly Ball does the logical thing and seeks out some veterans of a prior party rebranding, the Democratic effort of the late 1980s and early 1990s, centered around the Democratic Leadership Council. Their take isn't too surprising—they think what the GOP needs now is to do what they did then. But I think there's an important point missing from this discussion and the way we talk about this history. The story everyone tells is that there are two paths to take, one of which leads to failure and one to success, and the argument is over which is which. Should the party be more true to its philosophy and sell that philosophy better, or should it reorient itself to respond to changing times? Here's how Ball's article closes:
Watching the GOP's struggles, former DLCers say they recognize all the old symptoms—the alibis, the search for a procedural panacea, the party committee dominated by diehards. But on the question of whether the Republican Party has just been through its version of 1988, they're not so sure. As Will Marshall put it: "They know they have a political problem—that's obvious. But I don't think they've come to grips with the fundamental issue, which is their governing philosophy. I think they're going to have to lose one more."
Sounds reasonable enough. But I think the degree to which political success comes from the public agreeing with you on issues is being dramatically overstated. If you look at the ups and downs of the parties over the last 20 years, a couple of other factors—timing, and what your opponents do—matter a whole lot more.