GOP Heads to Brand Rehab

As the Republican Party continues to languish in the polls, leaders are hoping that the GOP can be reintroduced to Americans with a bit of corporate-style rebranding. House minority leader John Boehner has convened an ad hoc committee to develop a new pitch for the party as one of small government and tough diplomacy, rather than unsuccessful wars and sex scandals.

Boehner's advisory group has been studying the private sector for lessons on how to revive a once-respected, now discredited brand. Only 41% of Americans have a favorable view of the GOP, a drop of 15 points since 2001. But how far the rebranding will go is unclear: The Republicans' unpopularity makes it hard to raise money for an advertising campaign. (More Republican Party stories.)