I must admit, I love watching politics. Can’t say why, ’cause it’s usually boring and stupid.

Alas, I watch anyway.

Tonight is the first presidential debate between Obama and Romney. Will it be fun? Boring? Informative? Revealing? All or none? We’ll see.

But here’s what I absolutely guarantee: By Friday or so, you won’t recall more than a thing or two about the whole thing.

By the time we cast ballots in November, you probably won’t remember a single thing. The only way to deal with this reality is through Verbal Branding philosophy. Have a theme (Positioning). All other information supports the theme (Validation).

George W. Bush’s theme was, “compassionate conservatism”. My feeling is, at the end of the day, it won him the election vs. Gore. It gave people something to remember; something that seemed valuable. Barack Obama’s theme was “change”. My guess is, it won him the election vs. McCain. It gave people something to remember; something that seemed valuable.

If either Obama or Romney can convey a consistent, valuable theme tonight (and for the rest of the election cycle), and support it with validating and logical facts, they’ll win the debate.

In other words, if either uses Verbal Branding, they’ll win. It’s as simple as that.

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