The Branding of Bill Bradley

The candidate who shuns packaging has come to appreciate its uses

Bill Bradley is the uncola, the all-natural candidate so pure he would entertain no candidacy before its time. He still drives a battered '84 Oldsmobile, and a few weeks ago in New Hampshire he bought new dress shoes to replace a pair he'd owned for 25 years. He doesn't mall-test his ideas. He scolds anyone who presses him on an issue he hasn't thought through. He won't go negative; for that matter, he barely goes positive. The Anti-Clinton, he slicks himself up for no man.

Clinton has left us with a political world where any attempts by candidates to be...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!