The document discusses the options for Mitt Romney's presidential campaign strategy. It notes that Romney has secured the majority of delegates needed for the Republican nomination. However, it says Romney now needs to define his message and position himself as a credible alternative to President Obama. The document analyzes Romney positioning himself between moderate and conservative voters, and his stances on foreign and economic policy. It questions whether Romney has clearly defined his leadership qualities and values or relies too heavily on criticizing Obama.

1. communication,
strategy
&
leadership
architects
Mitt
Romney
Source:
www.mittromney.com
#newCommunication
#newLeadership
#newPolitics
1
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@ingenia_pro

2. communication,
strategy
&
leadership
architects
5
key
points
about
the
republican
options
to
win
the
White
Hose
Former
Massachusetts
Governor
Mitt
Romney's
campaign
has
secured
a
majority
of
delegates,
elected
in
the
primary
elections,
who,
at
the
August
GOP
Tampa
Convention
-­‐
(FL)
one
of
the
swing
states
-­‐,
will
nominate
him
as
the
Republican
candidate
on
the
November
6th
Presidential
Election.
A
year
after
the
New
Hampshire's
announcement
of
his
second
presidential
bid;
leading
the
race
from
the
very
beginning
stages;
having
exceeded
8
contenders
and
26
public
debates,
the
time
has
come
for
Romney
to
build
the
final
narrative
and
credible
alternative
to
President
Obama
he
wants
to
represent.
The
axes
on
which
to
build
Romney's
essence
are:
1.
Center
vs
Extrem
Will
Romney
be
able
to
dispute
the
political
and
electoral
center
to
president
Obama?
Will
Romney
be
able
to
convince
the
most
mythologized
republican,
conservative,
tea
partier
voter?
Karl
Rove
would
answer
yes
to
both
questions.
It's
not
a
matter
of
choice,
or
one
or
the
other,
but
a
win-­‐win
answer:
Yes
it's
possible
dispute
the
centrist
voters
to
Obama
and
ensure
more
emotional
and
traditional
Republican
voter
for
Romney.
Really?
Is
it
possible
to
square
this
circle?
It
seems
this
is
the
most
favorite
option
on
the
Republican
presidential
team.
Dismissed
the
option
of
burying
the
hatchet
and
a
staggering
a
big
hug
with
Sarah
Palin
-­‐the
emotional
distance,
wounds
and
the
allegations
untrue
Conservative
have
led
the
relationship
between
the
two
leaders
to
a
point
of
no
return-­‐,
especially
after
the
former
Alaska
Governor
had
publicly
endorsed
Newt
Gingrich,
and
praised
Rick
Santorum
and
Ron
Paul,
Romney
keeps
flirting
with
acting
roles
like
Ted
Nugent
who
rises
the
hate
speech
and
radical
patriotism
flag;
or
Donald
Trump
who
is
reinforcing
the
birther
cause:
denying
legitimacy
and
rights
of
citizenship
to
president
Obama,
accusing
him
of
not
being
born
in
the
US.
Currently
Romney
is
distancing
himself
from
these
individuals
but
the
final
picture
with
them
aims
to
bring
on
the
candidate
on
sectors
with
great
organization,
noise
making
and
influence
skills.
Is
it
enough?
-­‐
On
Foreign
Policy:
Romney's
positioning
shows
the
traditional
GOP
muscle
and
rigidity:
a
hawkish
hard
line
against
Iran
and
North
Korea;
enlisting
Russian
megalomania
and
president
Putin's
anxiety
of
power
enemies;
opposing
the
White
House
"indulgency"
with
the
Arabs
and
turned
back
point
on
traditional
Israel
ally,
even
encouraged
Prime
Minister
Netanyahu
to
adopt
more
hostile
attitudes.
"Cutting
federal
spending
yes,
but
not
on
National
Security
and
Defense
matters"
appealing
to
patriotism.
#newCommunication
#newLeadership
#newPolitics
2
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@ingenia_pro

3. communication,
strategy
&
leadership
architects
-­‐
On
Economics:
it
will
be
the
main
issue
of
this
election.
The
Candidates
efforts
will
be
focused
on
-­‐
decreasingly-­‐
Middle
Class.
Romney's
team
attacks:
"Obama
is
not
ready,
he
has
no
experience
in
the
private
sector
and
points
out
the
failure
of
the
president
decisions
as
responsible
for
the
citizens
staggering
economic
fragility.
Instead
Mitt
Romney
has
created
jobs,
has
created
wealth
and
knows
the
course
the
economy
needs:
freer
markets
access
and
lower
taxes.
Is
this
the
direction
that
the
Romney
campaign
needs
to
win?
Probably
not
only.
Who
is
the
real
Mitt
Romney
and
what
their
cores
values?
There
is
no
building
of
leadership
-­‐still-­‐
able
to
answer
these
questions.
Is
it
enough
to
wannabe
the
antithesis
of
president
Obama?
It's
enough
for
building
the
Romney's
essence
and
soul?
Why
going
negative?
Romney's
team
has
not
yet
found
the
motto
of
this
campaign.
He
is
a
non-­‐charismatic
leader,
with
little
passion.
Flirting
with
populist
Republican
base
does
not
give
you
the
presidential
credibility
you
need
to
win
an
election.
2.
Completing
the
ticket:
the
vice-­‐presidency
One
of
the
tools
with
greater
capacity
to
help
the
Romney
campaign
to
build
their
leadership
style
is
the
person
who
will
join
the
Governor
on
the
Republican
ticket.
This
is
what
happened
in
2008.
The
same
expected
this
year.
Sarah
Palin's
vice
presidential
candidate
appointment
aroused
the
dormant
Republican
base
and
excited
it.
She
attracted
crowds
wherever
she
went.
Today
she
still
feds
her
public
lecturing
in
a
full
populist
mode
and
connecting
very
well
with
the
audience.
#newCommunication
#newLeadership
#newPolitics
3
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@ingenia_pro

4. communication,
strategy
&
leadership
architects
Four
years
later
the
Republican
campaign
is
looking
for
a
similar
momentum.
Romney
is
from
Massachusetts.
For
many
Republicans,
the
cradle
of
liberal
elitists.
Romney
is
disconnected
to
the
party's
traditional
religious
base.
Eve
his
Governor
term
inspired
Obamacare:
the
health
care
reform
of
President
Obama.
A
shock
is
being
waited
and
hoped
for
the
Republican
campaign
to
take
off,
to
provide
consistency
to
the
leader
and
also
put
the
Democrats
on
the
defensive.
Today
the
choice
of
the
young
latino
Senator
Marco
Rubio
(FL)
seems
aborted
with
the
last
move
of
President
Obama's
order
to
the
Department
of
Homeland
Security
to
stop
the
deportation
of
young
latino
illegal
immigrants.
If
the
Democrats
were
very
comfortable
with
the
proximity
of
the
latino
community,
this
tactical
move
is
like
a
torpedo
for
the
Republican
electoral
hopes.
But
still
sounds
hard
names
on
the
vp's
short-­‐list:
for
example
New
Jersey
Governor
Chris
Christie;
his
reputation
is
solid
and
strong,
has
a
popular
oratory
and
results
achiever
and
leadership
skills
crisis
tested
and
well
regarded
by
the
Republican
establishment.
Not
dismissing
the
names
that
could
be
a
key
confidence
and
important
moral
boost
for
the
religious
traditional
base
of
the
GOP
as
Rick
Santorum
-­‐with
a
$2
milions
debt
campaign-­‐,
one
of
the
few
references
able
of
unifying
the
tea
party
vote,
with
a
huge
strength
among
religious
voters
and
with
high
moral
values
that
at
the
same
time
will
alienate
the
Republican
Party's
political
center;
or
failed
presidential
candidate
Tim
Pawlenty,
one
of
the
highest
rated
conservative
icons
who
left
the
presidential
race
in
August
last
year.
On
the
other
hand
we
have
the
case
of
Texas
Congressman
Ron
Paul,
who
has
been
able
to
spread
the
excitement
and
hope
among
younger
voters,
with
his
libertarian
ideas
and
speeches.
Let's
pay
attention
to
the
movements
of
Dr.
Paul's
campaign,
who
want
to
amplify
their
influence,
not
only
with
regard
to
the
Republican
convention,
but
looking
ahead
in
the
future.
Despite
its
age,
the
future
of
the
party
will
pass
through
the
hands
of
the
Congressman
paulites
and
his
son
Rand,
Senator
from
Kentucky.
There's
always
room
for
a
surprise
and
non-­‐consolidated
names
at
national
level
like
the
Ohio
Senator
Robert
Portman.
Completing
the
presidential
ticket
is
a
clear
and
bold
gesture
to
determine
the
strategy
behind
this
movement.
3.
Ideas
vs
attacking
Positive
or
negative
Campaigning?
Poetry
or
prose?
Depending
the
option
each
team
chooses
each
we'll
know
the
emotional
state
of
mind
of
the
candidates:
who
feels
himself
as
a
leader/front-­‐runner/winner
and
who
is
able
to
set
the
campaign
pace
and
who
will
tow
and
go
defensive.
#newCommunication
#newLeadership
#newPolitics
4
www.ingenia-­‐pro.com
@ingenia_pro

5. communication,
strategy
&
leadership
architects
Understanding
the
nuances
and
electoral
dynamics
favors
the
ideal
context
for
combat,
as
evidenced
by
the
election
ads
and
video-­‐politics
of
both
campaigns.
Beyond
that
noise
we
can
distinguishing
features
about
the
position
and
where
the
teams
put
different
accents.
In
the
case
of
President
Obama,
the
first
announcement
of
moving
towards
the
recognition
of
gay
marriage,
plus
the
more
powerful
gesture
to
the
Latino
community
stopping
deportation
of
young
latinos
put
on
the
table
a
campaign
of
ideas
and
values.
More
movements
like
this
ones
are
to
come.
Newsweek
cover.
Romney's
campaign
is
building
the
candidate's
frame
through
a
belligerent
tone,
accusing
attitude
and
little
positive
active
proposal
ideas.
Today
the
Republican
campaign
has
not
yet
unveil
the
"expected"
economic,
education,
immigration
and
energy
plans.
The
goal
is
to
destroy
and
bring
down
the
opponent.
All
efforts
are
focused
on
this
goal:
not
defining
candidate
Romney
on
the
major
issues.
The
Obama
campaign
leads,
only
leaves
space
for
the
Republican
campaign
to
react,
usually
on
the
defensive
-­‐
and
shuns
personal
hunting
away
from
exploiting
the
religious
Mormon
Romney.
While
the
Republican
campaign
is
entertained
with
the
fireworks
on
legitimacy
of
the
president
or
whether
or
not
born
on
U.S.
soil.
In
the
end
it's
all
about
style.
#newCommunication
#newLeadership
#newPolitics
5
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@ingenia_pro

6. communication,
strategy
&
leadership
architects
4.
Demographic
targets
and
swing
states
Looking
at
detail
the
key
demographic
groups
who
will
decide
this
election:
-­‐
Women:
in
2008
56%
voted
for
Obama,
43%
form
McCain;
Women
out-­‐voted
Men
more
than
10
Milion
votes.
66%
of
the
157
million
US
women
are
registered
to
vote,
according
to
the
U.S.
Census.
Birth
control,
reproductive
rights
and
especially
the
family
model,
in
which
Ann
Romney
or
Karen
Santorum
are
becoming
an
icon
of
this
policy
-­‐they
stayed
home
to
care
&
rise
their
families-­‐
and
equal
pay
will
be
the
focus
of
the
election
battle.
The
religious
bias
of
these
issues
enhances
both
campaigns
to
become
entrenched
in
traditional
positions
and
to
use
common
myths.
An
approach
for
fairer
treatment
for
women
and
appeal
to
their
freedom
and
economic
independence
is
in
favor
of
the
Democrats.
-­‐
White
men:
the
large
pool
of
traditional
Republican
votes.
This
is
where
the
Republican
campaign
plays
on
more
favorable
terms.
But
this
social
group
is
becoming
smaller
and
the
future
trend
is
to
become
less
decisive
and
influent.
This
is
one
of
the
black
holes
of
the
Obama
campaign.
-­‐
Latino:
Marco
Rubio
was
one
of
the
Republican
icons
for
a
generation
that
exemplified
the
social
upcoming
lift
that
works
and
that
the
GOP
is
not
hostile
to
the
latino
community,
despite
some
voices
and
initiatives
of
the
party
meaning
to
punish
anything
related
to
immigration.
However,
among
other
important
positions
in
government,
Sonia
Sotomayor
was
the
first
Latina
appointed
to
the
Supreme
Court
by
President
Obama.
The
pressure
of
the
Latino
community
organized
around
the
National
Council
of
La
Raza,
has
some
results
with
the
announcement
of
the
president
to
stop
deportations
of
undocumented
Latino
youth.
This
gesture
is
a
#GameChanger
making
the
Latino
community
even
closer
to
Democrats.
-­‐
Suburbans:
a
demographic
increasingly
important
group
in
the
US
social
geography
since
the
80s;
more
and
more
articulate
and
very
heterogeneous.
They
run
away
from
the
extremes.
They
feel
comfortable
in
the
center
and
on
social
moderation:
the
favor
on
family
new
forms,
the
extent
of
freedoms
and
civil
rights,
like
cultural
diversity
is
most
welcome.
In
this
scenario
the
Republican
campaign
suffers
a
lot
to
connect
with
voters.
-­‐
Milennials:
despite
the
frame
of
change
and
hope
Obama's
campaign
in
2008,
this
group
went
basically
to
Democrats,
the
reality
of
Government
and
the
fragile
economic
time
make
them
today
as
less
favorable
to
the
President
.
#newCommunication
#newLeadership
#newPolitics
6
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@ingenia_pro

7. communication,
strategy
&
leadership
architects
But
a
too
conservative
Republican
Party
campaign
would
place
this
demographic
back
again
on
Democrats.
The
last
months
of
this
campaign,
especially
in
economic
terms
and
concepts
such
as
effort,
meritocracy
and
entrepreneurship
will
be
key
to
approach
milennials
preferences.
-­‐
Religious:
despite
the
fact
that
Romney
does
not
inspire
or
mobilize
these
voters,
Obama's
ideas
are
perceived
as
aggression.
Based
on
the
commitments
and
the
person
accompanying
Romney
on
the
presidential
ticket,
will
make
this
well-­‐organized
and
active
minority
getting
involved
in
the
campaign
or
staying
home.
-­‐
The
Middle
Class:
No
one
can
consider
winning
an
election
without
their
support.
Again
it
will
be
decisive
and
a
key
player.
Messages
on
economic
plans
and
recovery
of
confidence
will
be
essential
to
approach
these
voters.
However
this
demographic
and
economic
group
is
declining.
Every
time
more
and
more
people
are
falling
outside.
Soon
someone
will
be
asked
not
to
leave
orphans
these
voices
and
avoiding
a
huge
mistake
of
important
consequences.
Who
will
lead
and
who
give
credibility
to
these
people?
Given
these
social
cleavages,
and
their
distribution
on
the
different
electoral
districts
and
states,
we
have
the
clues
about
who
will
end
up
winning
on
November
6.
There
is
no
poll
today
stating
a
Republican
victory.
There's
only
disagreement
on
seizing
the
distance
between
Obama
and
Romney.
Source:
www.nytimes.com
#newCommunication
#newLeadership
#newPolitics
7
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8. communication,
strategy
&
leadership
architects
Related
to
the
swing
states:
all
surveys
show
that
states
where
the
presidency
will
be
decided
are
Colorado,
Florida,
Iowa
and
Ohio.
The
ideas,
the
proposals,
the
speeches,
the
tone,
the
approach
and
the
attitude
of
each
candidate
will
be
decisive
in
the
final
outcome.
5.
The
Digital
campaign
Fundraising
is
the
cornerstone's
architecture
of
any
campaign.
No
money
means
no
team,
no
research/polls/surveys,
no
ads,
no
TV
airtime,
neither
digital
campaign
or
consultants.
Political
Parties
and
candidates
make
donations
and
fund
their
essential
leit
motive.
PACs
and
SuperPACS
(less
transparency,
accountability,
limits
to
the
amounts
donated,
not
identifying
donors...
requirements)
are
the
blood
heart
engine
of
campaigns.
During
the
first
quarter
of
2012,
the
Romney
campaign
and
the
RNC
raised
$107
million
USD.
While
President
Obama
and
the
DNC
have
collected
during
the
same
period
$127
million.
In
May
the
Romeny-­‐GOP
campaign
raised
$77
milions
while
the
Obama-­‐DNC
$61
milions.
This
week
the
Federal
Election
Commission
(FEC)
has
authorized
to
extend
the
campaigns
fundraising
through
text
messaging
apps
on
mobile
devices.
40%
of
US
Americans
have
already
smartphones.
Ethical
considerations
aside,
this
money
raised
is
used,
for
example,
to
give
the
campaign
the
state
of
the
art
technological
tools
to
easing
the
listening,
contact
and
engage
with
voters.
A
good
test
of
the
campaigns
commitment
to
innovation
is
the
digital
campaign.
While
Romney's
campaign
will
based
on
TV
-­‐$1.2
Billion
Dolars
(€
950
millions)
are
stimated
on
TV
ads-­‐
which
remains
the
most
powerful
tool
to
amplify
the
message
and
election
ads,
we
see
a
Republican
digital
campaign
very
similar
to
2008,
the
same
use
and
very
little
new.
#newCommunication
#newLeadership
#newPolitics
8
www.ingenia-­‐pro.com
@ingenia_pro

9. communication,
strategy
&
leadership
architects
While
the
Obama
campaign
has
mastered
the
digital
campaign
and
don't
just
think
digital
campaign
is
a
one
more
seat
in
the
war-­‐room,
but
the
whole
campaign
is
already
digital,
it
is
thought
in
digital,
is
designed
in
digital
and
is
lived
in
digital:
-­‐
Research
tools
micro
and
nano
targeting
to
adapt
e-­‐mail
&
digital
messages
and
make
them
effective
and
decisive
on
voters
as
the
result
of
the
power
of
information
and
statistics;
-­‐
Development
of
online
donors
strategy
and
easing
the
whole
procedure;
-­‐
Smart
digital
ads;
-­‐
Regional
Digital
Directors
campaign
in
all
states,
counties
and
districts:
the
campaign
is
becoming
the
adding
of
self-­‐micro-­‐campaigns
that
make
a
huge
noise
digital
movements.
The
difference
between
the
two
campaigns
is
significant,
the
results
surely
will
be
the
same.
Not
only
for
the
purpose
of
the
campaign
on
November
6,
but
for
the
future.
The
databases
are
real
treasures
and
paths
to
victory
in
the
future.
Conclusion
Source:
www.mittromney.com
Mitt
Romney:
a
leader
who
has
not
yet
been
defined
yet;
which
leadership
is
built
by
opposition;
non
charismatic,
not
exciting
neither
motivating
his
own
party
base;
going
negative;
without
taking
the
initiative;
on
the
defensive.
Yet
to
find
his
history
and
to
show
who
really
he
is
and
believes
...
#newCommunication
#newLeadership
#newPolitics
9
www.ingenia-­‐pro.com
@ingenia_pro

10. communication,
strategy
&
leadership
architects
This
does
not
mean
the
election
is
decided
and
that
the
result
will
be
presumed.
NO.
The
result
will
be
tighter
than
we
can
imagine.
But
the
Republican
candidate
could
win
if
he
takes
action
and
not
be
limited
only
to
collect
and
promote
disenchantment
with
President
Obama.
If
the
conditions
do
not
change
Obama
can
lose
the
election,
by
the
now
time
Romney
seems
not
to
want
to
win.
@aleixcuberes
is
partner
&
consulant
at
@ingenia_pro
#newCommunication
#newLeadership
#newPolitics
10
www.ingenia-­‐pro.com
@ingenia_pro