Advertisers try to position their product. Find that well connected spot in the brain where a fast read on what the product is all about is readily accessible (Google Ries and Trout for more on this)

In a political campaign you actually have negative campaigning or what academics call de-marketing. So how will the Republicans try to pigeonhole our candidate? And what codewords will be used? 

One example I've already noticed is that Pat Buchanan constantly refers to Obama as a "community organizer." Nothing wrong with being a community organizer. To progressives, this is an honorable badge--to be worn proudly. But it means something else to the Repugs. It's a code for ultra liberal, utopianist, neosocialist, etc.

What else have you noticed being used?