In a survey conducted by the firm Edelman Berland, voters were asked to compare Democrats and Republicans across a number of brand attributes.
An overwhelming majority of respondents chose the Democrats as the party that “cares about people like me,” “offers a hopeful vision” and “focuses on issues that matter to me.” If a Republican presidential candidate is going to win in 2016, she or he will have to overcome this deficit. Leading Republicans such as Sen. Marco Rubio of Florida and Gov. Bobby Jindal of Louisiana have made an effort to talk about issues of interest to middle-income voters, an area in which Republicans have been sorely lacking.
Yet Christie’s willingness to distance himself from congressional Republicans gives him added credibility in selling himself as “a different kind of Republican,” and it is reminiscent of the strategy pursued by then-Texas Gov. George W. Bush, who was sharply critical of congressional Republicans for their willingness to cut anti-poverty programs.
It is not obvious that a “kinder, gentler” Republicanism will fare well in the primary process come 2016, but it is a shrewd way to differentiate oneself from a primary field in which most challengers will be competing to demonstrate their conservative bona fides. And more to the point, a Republican nominee who manages to convey a softer, most centrist image will have a much easier time winning the next general election. That could be Christie’s long game.