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...

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