Dear Frank,please consider an early retirement or another line of work. The left is already attacking our free speech rights,we don´t need someone for our side doing the same.

Give your lectures to the left who are the real spillers of hate and vitriol.Nobody from our side has called RGIII a cornball brother because he´s not down with the struggle.

Frank Luntz... wasn´t he the guy who, during the debates, showed "undecided" voters going heavily for Romney?

Anytime I see this guy on Hannity, which I rarely watch these days, I turn the channel.

I call BS as clearly 52% of voters are not looking for someone with a stellar reputation that they can trust. Had that been the case, we would be looking forward to Mitt Romney´s inauguration next week, not for more years of daily fresh new hell. It´s ALL about branding.

"It´s ALL about branding."

I agree, and the branding is Luntz´s point.

If Karl Rove is there we are still screwed.

#2, undecideds did prefer Romney, but it wasn´t enough.

Luntz´ assessment is spot-on. A must-read. It will hurt the Republicans not to consider it.

I´ve been a Republican voter for decades, but I´m turned off by attitude "if I don´t get my way, then I´ll stomp my feet, say no, and take my ball and go home!" And if a solid Republican voter is turned off by this, just imagine what it sounds like to independent voters or to conservative Democrats.

What #4 said. BTW, Dear Frank: Get lost! So the GOP "can´t sell them like soap or detergent"? What, exactly does the brain-trust-luntz believe happened with obama during the 2012 election? IMO, the ONLY people who agree with luntz are "former republicans" who are as eager to toss the party under the bus as the demonrats are.

Luntz makes some good points, but the Republicans not only need to say the right words, they also need to believe them.

You don´t have to personally like Luntz, but to ignore this warning is to lose again. We did a horrible job of messaging - that has nothing to do with your freedom of speech, it has to do with being able to sell your ideas to the public. The GOP has the better message, but we did not get it out effectively.

Frank Luntz/Washington Post. Nuff said. Babs and Bugs notwithstanding.

The Republicans missed a gigantic opportunity to answer the fair share tax rhetoric. The answer to the rich paying their "fair share" is why does half the country get to pay nothing, do nothing and be nothing but a burden to the rest of us.

I´m not going to go through another campaign like the last two. If they can´t find somebody who can think on his or her feet and talk directly to the people, I´m going to stay home. It´s not worth it.

All the points Luntz is making were made successfully by Reagan and hopelessly botched by Dole, McCain, Romney et al. There is no reason to apologize for the core principles the Party stands for. That is exactly what the Left and the MSM would want them to do. Failure of key Republican support to materialize is the sole responsibility of he who is the standard bearer. We are not in the minority. We are just poorly organized and even more poorly led. lets hope the next nominee chooses to fight in more than 12 states.

FTA:

"Changing course starts with a values-based approach, and that means talking to Americans about accountability, personal responsibility and freedom — and linking those values to GOP policies."

Who here is opposed to this?

Luntz is right about using words that resonate. At this time in history we are a nation controlled by 3 second sound bites and self interest. We can not afford to turn off any voters if we are to regain the power to take this country back.
See http://tinyurl.com/bigDataElections
This links to an article which is long, and for those who know the power of psychological ops, frightening. It details just how much of our nation´s elected officials and policies are determined by folks who vote for what they want the government to do for them.
This is in direct opposition to that which makes our country strong and free--a government held in check by the Constitution.
People vote for those who tell them what they want to hear--their attention span rarely lasts long enough to follow the effect of those votes. Who ever tells the story well enough creates the ´narrative´ people believe. And the story tellers always tell them that the government can fix anything with more regulation.
This is the truth of the matter and until we change the culture and the education system (both long term and necessary efforts), to ones that understand and revere liberty, we have to use any tools available to stay at the table. So yes we will have to figure out what voters want to hear and take control of the questions.

Luntz´s dials are what suggested Romney turn the foreign policy debate into a second economy debate. Because when Romney talked "economy" the dials went up.

Luntz characterizes the range-of-the-moment "thinking" of the electorate.

They shouldn´t, as we have been way too quiet way too long!