I am sure you all have a favorite sport's team, one that you dress up for go to every game, yell, scream, and enjoy, even if they lose.  Remember the excitement of the game. Remember how fun it was having your friends together to root for that team.  Remember tailgating, cheering, talking about it, living it, breathing it.  Remember how much you hated the opposing team. I recall a tradition at Texas Tech where we threw tortillas at our opponents- fun times.

Now, picture yourself for a moment as an Obama supporter- I know, it is difficult, but play along.

Every day you wake up and click on the news.  You see your message of 'Hope' and 'Change' coming from the lips of every commentator.  Every show you watch seems to repeat this message in some way.  All of your favorite musicians create anthems to this message. When you walk down the street, you feel as you are part of something special.  "Yes We Can" comes from your lips, winning is in your heart. 

For eight years, you have been fed the message that 'the powers that be' are the enemy.  It is not just they are political opposition, the message has been drilled in your mind that they actually wish you harm. 

There are many reasons the Right has been losing.  People will cite straying from the message, having the wrong candidate, not understanding new media, etc.  There are a lot of commentators on all of these issues and all have very good and valid points.  Here, however, we will focus on one key area: marketing the message. 

Think back to the Obama supporter we described.  If you think that any of that was by chance, you are sadly mistaken.  There was a long design to the Left's message and plans.  The emotional hooks where planted long ago.  They laid the foundation to make their message, not only acceptable, but accepted . 

Now imagine all of the feelings we described with that Obama supporter, but imagine that with a candidate or movement on the Right.  "Yes We Can".