I don't pretend to know the finer points of marketing, but I do know that smooth marketing can only go so far in covering up a lack of substance. The two parties in the U.S. are currently all marketing and no substance. That's because you can say "Republicans bad" or "Demcorats bad" in under seven words, and thus avoid any discussion of real issues. That's the basic essence of why the U.S. is suffering and in decline.