The opposing campaign and its allies continue to air ads based on these incidents.

The presidential debate success October 3 allowed a new push to redefine the candidate in terms of leadership and foresight. A post-debate poll from Pew Research Center reflects political consumers were not yet rigid in their candidate brand choices. Romney's brand is now more identified with ideas and leadership. Obama demonstrates a softness in his brand identity as one who understands the average American.

Further, the Romney campaign has experienced frustration that Obama's poll numbers did not slow as the rate of jobs growth slowed. However, the flip side appears to be true as well. A better-than-expected jobs report did not blunt Romney's surging strength in the polls.

Unemployment:

Head-to-head:

Reallocate human resources: Only one person has been buying the ads for Romney, Politico reports. Republican strategist Dave Carney indicated that wasn't enough: "Buying the TV and media today is one of the most (complex) aspects of the campaign in terms of having dollars spent effectively and getting the eyeballs you want to watch. Cable and radio and online — that’s a massive undertaking. It takes experience and a lot of technology and a lot of people," he said. "You can’t be doing it off the back of an envelope."

Streamline organization: The Romney campaign is spending almost $32 million on consulting, Marketplace reports. That's six times what Obama's spending. A natural solution that has presented itself must be exploited to the maximal potential. Tagg Romney, Romney's eldest son, is now a "key political adviser" for the campaign, and the one Romney trusts most. Given the long-term benefits of having a father as president, Tagg's salary could be negotiated down to a reasonable price that reflects his importance as well as the campaign's financial constraints, thus reducing the need for expensive consultants.

Tailor messaging: Target voters so they understand Romney really is like them.

Reduce off-brand associations. Sever perceived ties to products previously rejected by the political market. The Weekly Standard's Bill Kristol explains that polls show voters till blame George W. Bush, not Obama, for the financial crisis. Romney and Bush share some superficial ties, such as both being members of the Republican Party and hiring some of the same advisers. Romney should employ a marketing push that would, in Kristol's words, "emphasize Romney's future-oriented economic agenda, so it would be harder to claim Romney would simply mean a return to Bush..."

Maximize debate coverage. Media exposure during the presidential debates is critical to reestablish leadership credentials in an uncertain and changing world. Traditionally, challengers to incumbent presidents have taken a lead by mid-September. A strategy customized for modern electoral conditions will chart a new course for challengers to incumbent presidents.