Why Mitt's move won't turn around his ailing campaign...
Mitt Romney didn't just pick a running mate. He decided to undergo a brand transplant.
By tapping Paul Ryan, the high-profile mastermind of the House GOP's economic agenda, Romney appeared to concede that weeks of punishing attacks by the Obama campaign had done serious damage to his own brand. Far from the image he'd hoped to project to general election voters – of a competent business whiz hungry to work his turnaround magic on the American economy – Romney's been tagged instead by Team Obama as a job-killing outsourcing pioneer and as a tax cheat with who knows what to hide.
The Ryan pick represents a bold effort by Team Romney to hit the reset button, to forge a new impression with the electorate by transforming the endlessly maleable Romney into the pitchman for the Ryan brand. It's a risky move, with five fatal flaws that could cost Romney the election: