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In fact, I've written similar stuff before, only more focused on Republicans sneaking into Dem ranks just to confuse the issues. But that is quite different from the "de-branding" you're suggesting. I like the idea. A good friend of mine was a lifelong republican until 2004. He admitted that he never paid the slightest bit of attention to the candidates or their message, simply the party affiliation. His father had always voted Republican, told his mother to vote Republican, and he always felt is was just part of being a member of his family, just like religion or any other tradition.
But he's also a veteran, and Bush woke him up when his policies really started hitting his wallet. He isn't blind to the Iraq fiasco, either; he's actively trying to get his daughter's boyfriend NOT to join up instead of heading to college, and talks a lot about the whys and wherefores...Bush's @%&*-ups and lies.
But he is the exception, I think. We need to force people back into the process! And "de-branding" is a good, practical approach.
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