America's carefully promoted "brand identification" by the two long-established political parties has been "market tested" by transformative events and ideological actions over several recent federal administrations. Consistent labeling and marketing efforts by the donkeys and elephants fail to reflect evolving differences in key product ingredients and flavoring. Demographic changes (geographic, racial, ethnic and generational) seem to have outdated traditional consumer packaging and appeal. A narrowly divided, polarized and dysfunctional Congress has proved incapable of reaching consensus on a growing array of domestic and international issues of broad public concern. Stubborn preservation of the respective branding has taken precedence over legislative accommodation when times and circumstances call for more generic product offerings. In the final analysis on November 5, it's up to the customers to decide which party's sales pitch is most relevant and credible - and can be trusted for a serious delivery effort to restore peace and prosperity. Though both profess desire to unite the nation against adversity, their messaging strategies differ markedly for the target audience of undecided shoppers in the ultimate test of brand loyalty. Phil Osifer