Frank Luntz, writing in the Washington Post:

It is unfortunate that the Republican Party is currently dominated by hyperpartisan, gut-punching professional politicians and expert technicians whom I wouldn't want to face at the dark end of the electoral alley. They specialize in the flawless execution of "wedge" politics. That may have worked well in past elections, but no longer. The latest gimmick is "branding" -- a Madison Avenue technique -- to reverse the Republican slide. But political parties are not brands, slogans are not a replacement for ideas and you don't sell leaders the way you sell widgets.

Many rank-and-file Republicans agree. But the party apparatus still doesn't get it. Over the years, I have become unpopular with the GOP hierarchy by telling the apparatchiks what they needed to know, not what they wanted to hear. Nowadays my work is far from the day-to-day grind of political partisanship. But if I were still in the thick of it, my guidance would be just 20 words long: Be bold, return to basics, stop telling, start asking, focus on results, abolish "earmarks" and embrace a permanent balanced budget.

Goes on to say...

Republicans need a spirited, intellectually based rebuttal to every piece of Democratic legislation and an alternative to every policy -- not a new parliamentary maneuver.

More.