http://www.alternet.org/story.html?StoryID=18786-------------snip-------------
"The ability to defeat the enemy," writes Sun Tzu in The Art of War, "means taking the offensive." For far too long, progressives have been on the defensive against the surging conservative movement. In order to stem the conservative tide and to win the hearts and minds of Americans, progressives need to go on the offensive and develop a commonsense countermovement with a quick ramp-up, long-term resolve, and sufficient resources reaching far beyond the 2004 election.
To accomplish this goal, progressives should look to the architecture of the conservative movement, which according to the founder of the Heritage Foundation, Paul Weyrich, was built on "the four M's: mission, money, management and marketing." While each of these factors has played a critical role in the ascendancy of the conservative movement, perhaps the most important is marketing.
To understand the role of marketing, think of policies as the products in "a marketplace of ideas" and public opinion polls as indicators of consumer preference. Polls consistently show that the majority of Americans are more closely aligned with the Democratic Party on the issues than they are with the Republican Party. Yet today twice as many Americans identify themselves as conservatives than as progressives.
How to explain this seeming paradox? Usually the preferred, or superior, product wins out in the marketplace, but not always. An inferior product can dominate with superior marketing. And this is precisely what has happened in American politics: Conservatives offer less desirable, inferior policies, but dominate through superior marketing
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