Like cowboys in a bad western, the flacks are branding the bull (emphasis added):
But behind the scenes is a relentless, methodical effort to build the Rubio brand, aided by a team of strategists and media handlers positioning the 41-year-old Floridian for an expected presidential run.
They include members of Rubio’s Senate staff and presidential campaign veterans who work for the political committee Rubio formed ostensibly to help elect other conservatives.
Instead, the Reclaim America PAC has focused on consultants and building a national fundraising network. Last year, his PAC spent more than $1.7 million, with the vast majority going toward staff and fundraising, and about $110,000 going to other candidates, according to the Center for Responsive Politics.
An argument can be made that one of the elements in our decline is the belief that appearance is all that matters, that the “brand” is everything.