McCain’s attack ads are having the opposite effect of a winning strategy. Since the birth of the presidential primaries earlier this year, Alan Siegel has watched the changing nature of each candidate’s brand equity and its subsequent effect on the polls. As the final weeks of this historic race come to a close, he finds McCain off brand and off message, having lost his voice on issues critically important to the American public.

Go to www.adage.com to read the full story in the October 13th issue.

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