There are several problems with this approach. First, McCain has defined some of his opponents flaw but offers little (or nothing) in the way of his own ideas or policies. So, we walk away from this video knowing what McCain isn't about...but not what he is about. In other words viewers are left asking, what are McCain's brand attributes?

Second, pushing out the campaign's newest 30-second spot reminds me a lot of the failed Giuliani primary campaign that used social media to broadcast, rather than engage his target audiences. The video's landing page has no room for commenting, nor does it offer users to forward the video to a friend. All it does offer is for the user to sign-up. And even the most basic online user knows this simply leads to more one-way emails.

It appears McCain's campaign team is ready to employ their own marketing tactics without first recognizing their brand. McCain has created the persona of independent-minded politics, doing what's right - even it's not popular - and having a clean image (campaign finance). Where are the tactics using these brand attributes?

The McCain team had better take a lesson from CPGs. Once they start competing on price, products become a commodity. Consumers will move on to the next product.

The good news for McCain is that there's still enough time coming out of the conventions to get back in touch with the brand McCain has built over his Senatorial tenure.