Devoted to branding and building and protecting brands

Say this about John McCain: he maintains fidelity to the reputation that brought him the G.O.P. nomination president.  He's stayed true to his brand promise in reaching out about as far from The Beltway as he could --  geographically, philosophically and culturally -- in his choice of running mate.  In Sarah Palin, governor of Alaska, McCain reassured a big chunk of his base that conservative social views loom large in his brand, but he underscored for everyone else that he's still John McCain the "maverick brand" of leader who is anything but doctrinaire.  It's a high-risk, high-return choice for sure but at a time when "gutless politician" has become a redundancy, it makes him an exception.  It bolsters the brand.  McCain-Palin must overcome long odds but, no matter how the vote goes in November, there'll be no doubt about who they were and what they were selling.