Dan Pfeiffer, a former senior adviser to President Obama, has critiqued the current strategy of labeling Republicans as “weird,” suggesting it lacks effectiveness despite having no negative consequences. In his newsletter, The Message Box, Pfeiffer questioned whether branding MAGA Republicans as unusual actually influences voter behavior, noting that it has yet to prove effective.
He referenced a recent study where voters were exposed to Democrats describing Republicans, including former President Trump and Sen. JD Vance (R-Ohio), as weird. The study revealed that this messaging had little to no impact on their voting decisions.
Pfeiffer advises Democrats to shift from ‘weird’ messaging to presenting concrete policy positionsVice President Harris’s campaign, along with her Democratic allies, has embraced this tactic. It is believed that Minnesota Gov. Tim Walz (D) may have initiated this approach by commenting on Vance’s remarks about “childless cat ladies,” which Democrats have since adopted.
While Pfeiffer acknowledged that labeling opponents as weird doesn’t harm the campaign, he noted it also doesn’t shift the electoral race. Trump and Vance have largely dismissed these comments, even retaliating with similar jabs towards Harris and Walz.
Drawing from past 2020 advertisements, Pfeiffer advised Democrats to focus on presenting Harris’s record to voters rather than relying on ineffective messaging. He stressed the importance of educating the public on Harris’s positions and plans, asserting that this approach is crucial for determining the campaign’s success or failure.