Jack Trout, expert marketing strategist and originator of the “positioning” concept among many others, gives his thoughts in forbes.com on how the candidates should position themselves.

Hillary Clinton. Strategy – “Experience.” Nice, but tough is the way to go. Her line, “I know how to get things done.

Barack Obama. Strategy – “Change.” You’ll never achieve change with the same cast of characters, i.e, Bush, Clinton, Bush, Clinton.
His line, “If you want the usual cast of characters, vote for Ms. Clinton. If you want change vote for me.”

John Edwards. Strategy – “Fairness”. Needs to talk about the growing separation between the wealthy and the middle class.

His line, ” The wealthy have gotten theirs, now it’s time for the rest to get their share.”

Rudy Giuliani. Strategy – “Toughness.” He governed a city that is a microcosm of the United States.

His line, “It takes a tough person to govern in a tough world.”

Mitt Romney. Strategy – “Competence.” He will listen, He will appoint talented people. He will be about results, not ideology.

His line, “The return to competent governance.”

Fred Thompson. Strategy – Not clear yet, but should focus on “coming together.” If he wants to be like Ronald Regan, he’ll have to act like him.

His line, “United we stand. Divided we fall.”

All other candidates, not much of a chance.

Trout sees the Key Issue of the election to be the Iraq war. Democrats should emphasize that it has become a Republican war. Makes it very difficult for Republican candidate to win the election.