Presidential candidate Mitt Romney delivers his acceptance speech on the final day of the Republican National Convention at the Tampa Bay Times Forum on Thursday, August 30. See the best photos from the Democratic National Convention.
Editor's note: Adam Hanft is the co-author of Dictionary of the Future and is founder and CEO of the marketing and branding firm, Hanft Projects.
(CNN) -- There isn't just one Republican national convention that started on Tuesday; there are four of them going on.
There's the convention for the base, which is why Rick Santorum and Ted Cruz were up there, and why the day was suffused with religion.
Then there's the convention for the undecided -- or as they are called now, the persuadables. Anne Romney and Chris Christie were the headliners for this bunch. Mrs. Romney's role was to be the humanizer-in-chief, and the governor's role was to bring his blunt charm to independents looking for a lack of posturing and pandering. As the week progresses, other speakers will be carefully chosen for their ability to get fence-sitters to climb in their direction.
Of course, there's also the convention for the media, which in many ways might be the most important audience of all. There are 15,000 journalists in Tampa -- Jeff Jarvis accused them of squandering "ego-dollars." Since their coverage will influence a lot more people than actually saw the proceedings, their lens becomes the national lens.
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Lastly, there's the convention for everyone else. That's most of America, but most of the country doesn't really care that much, which is why "America's Got Talent" on NBC pulled in more than 4 million-plus viewers than their convention coverage managed to scrape together.
Those are a lot of masters to serve, which is why the first night of the convention came across as such a fragmented affair. There were strands of a narrative -- end the culture of dependency, don't let us turn into Europe, Republican policies help immigrants succeed, you can trust Mitt -- but the strands were stranded, lacking a big cohering theme. What Peggy Noonan said about Anne Romney's speech actually describes the entire evening, that it was "scattered, full of declarations...that weren't built upon but abandoned."
There were a few moments of strong Republican branding last night; I thought the best single line came from Chris Christie, when he said "I believe we have become paralyzed by our desire to be loved." In the era of counting Facebook friends and Twitter follows, that's a message that cuts across parties and that speaks to everyone who in their heart knows and understands the risks of striving for popularity.
It's also a smart way to turn President Barack Obama's superior likeability numbers against him, although it's doubtful that Mitt Romney's lower numbers are based on his willingness to trade off short-term favorability ratings for unpopular stances.
Chris Christie is building his own political brand around a persona of strident rejection of the seductions of being an object of political eroticism (he is the anti-Clinton in that regard.) But the trouble for the Republicans is that the counterpoint to the "desire to be loved" -- what Christie described as "strengths greater than the passions and emotions of the times" -- is exactly what many find lacking in his candidate.
If political parties are essentially brands -- and they are -- then contemporary political conventions should be occasions when those brands are both strengthened and nuanced. But they rarely are -- the "bump" is notoriously ephemeral.
There's a reason for that. Successful brands -- those that are both enduring and changing below the surface -- have a strong hand at the controls. Not dozens of self-interested brand managers which their own constituencies, which is the way politics operates.
Great brands -- Apple, Nike, Starbucks, Virgin, you name it -- are not created and managed by committees. But that is exactly and literally what the parties are: The Republican National Committee; The Democratic National Committee. The flaws of "design by committee" are so well-known that they even have their own Wikipedia page.
Parties out of office, by definition, find it harder to create and project a unified, focused brand identity. The lack of a leader, an ability to hand out plum jobs, bitter infighting and posturing for the next election, are all brand-destructive.
The 2008 Democratic Party, despite a bitter primary battle between Barack Obama and Hillary Clinton, was an exception. Their titanic battle was one of personality more than a debate on the issues, so the core of the party wasn't riven by the fractiousness that comes from being out of power. Obama's singularity and aura of personal mission projected a massively powerful Democratic brand; in fact, it's the emotional investment in the Obama brand that the Republicans are now trying to turn against the president. It's a potent weapon; disillusionment stings.
It wasn't the Democratic Party that won in 2008, it was Obama. The personal brand was more potent than the party's. Now we face the reverse. In 2012, the Republicans lack a commanding personal brand at the top of the ticket, and it remains to be seen if their political brand is strong enough to overcome that absence. There's nothing I've seen, from the brand theater of Tampa -- including an inability to cut to anything but older white faces in the crowd -- that looks all that encouraging.
There are too many brand managers in the party, and at the party.
The opinions expressed in this commentary are solely those of Adam Hanft.
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Attendees celebrate as confetti and balloons drop after Romney's speech.
Romney and vice presidential candidate Paul Ryan take the stage with their families at the end of the night.
People bow their heads for the benediction to wrap up the GOP convention.
Romney and Ryan wave to the audience after Romney's speech, which described a future of opportunity and promise for the nation.
Romney greets supporters as he enters the arena Thursday.
Florida Sen. Marco Rubio introduces Romney after his speech.
Delegates wave signs on the final day of the RNC.
Actor Clint Eastwood speaks as a surprise guest.
Mitt Romney's wife, Ann, and son Josh sit in the VIP box.
Former Florida Gov. Jeb Bush speaks on stage.
A man holds an American flag in the audience.
Pam Finlayson speaks during the convention.
Jane Edmonds, the former Massachusetts secretary of workforce, delivers remarks.
Olympians and gold medalists Michael Eruzione, Derek Parra and Kim Rhode stand on stage at the convention.
A woman clasps her hands during the program.
Former Speaker of the House Newt Gingrich and his wife, Callista, speak during a tribute to former president Ronald Reagan on Thursday.
Callista and Newt Gingrich take the stage during the final day of the Republican National Convention.
Delegates listen to the national anthem at the Tampa Bay Times Forum.
Texas Gov. Rick Perry applauds during the final day of the convention.
U.S. Rep. Connie Mack, R-Florida, speaks on stage during the final day.
Law enforcement officials work to free protesters with Earth First, who had connected themselves to each other in front of the Big Bend TECO Power Station in Apollo Beach, Florida. Substantially fewer protesters took to the downtown Tampa streets Thursday.
GOP vice presidential nominee Paul Ryan addresses the Republican National Convention on Wednesday night.
Paul Ryan's wife, Janna, is flanked by her sons Charlie, left, and Sam during Ryan's keynote address Wednesday night.
A woman grasps her hands during speeches on the third day of the GOP convention.
Paul Ryan and his wife and children exit the stage after the biggest speech of his political career.
Former Secretary of State Condoleezza Rice speaks at the Tampa Bay Times Forum on Wednesday. She accused President Barack Obama of yielding the nation's leadership role in the world.
George Engelbach, dressed as President Abraham Lincoln, attends the GOP convention.
Mike Huckabee, a Republican candidate in the 2008 presidential primaries, backs his one-time rival Mitt Romney.
A woman snaps an image with her iPhone during Wednesday night's events.
Former Minnesota Gov. Tim Pawlenty takes the convention stage.
Delegate Carlos Mendez of Puerto Rico watches Wednesday night's program.
New Mexico Gov. Susana Martinez delivers remarks. Her speech emphasized her belief in the American Dream.
Delegate Crystal Berg of Hartford, Wisconsin, cries while watching the George H.W. Bush tribute Wednesday night.
Arizona Sen. John McCain, who was the 2008 Republican presidential nominee, speaks to the audience.
As Sen. John McCain speaks, some audience members display happy birthday posters.
Sen. John McCain, who was a POW during the Vietnam War, addresses the crowd.
Senate Minority Leader Mitch McConnell of Kentucky speaks during the third day of the Republican National Convention.
Col.Oscar Poole of Georgia puts his arm around Wisconsin Gov. Scott Walker.
Sen. Rand Paul of Kentucky speaks during the third day of the Republican National Convention. His father, U.S. Rep. Ron Paul of Texas, was one of the hopefuls for the 2012 nomination.
Former President George W. Bush is shown on the giant screens at the Tampa Bay Times Forum.
A woman gestures during the third day of the Republican National Convention.
Rosemary Edwards of Austin, Texas, kisses the face of Texas Gov. Rick Perry.
Sen. John Thune of South Dakota speaks during the third day of the Republican National Convention.
A woman holds a campaign sign.
Sen. Rob Portman of Ohio speaks at the podium.
Delegates from Maine and supporters of Republican presidential candidate Ron Paul chant "As Maine goes, so goes the nation" after they staged a walkout at the Tampa Bay Times Forum.
Paul Ryan speaks during a soundcheck Wednesday.
Ryan waves with daughter, Liza Ryan, and sons, Charlie Ryan, right, and Sam Ryan from the stage during a soundcheck.
Republican presidential candidate Mitt Romney exits a vehicle before boarding his campaign plane. As the Republican National Convention continues, Romney will travel to Indianapolis to address the American Legion.
Laura Bowman accepts Bradley Thompson's proposal on the stage. Thompson is a production manager and Bowman is a production coordinator for the convention.
Arizona Sen. John McCain walks the floor.
Bradley Thompson kneels down to propose to Laura Bowman, who accepted, on the stage.
Journalists and media work the third day of the Republican National Convention.
Ryan gives the thumbs-up during a sound check at the Tampa Bay Times Forum.
Ann Romney, Republican presidential candidate Mitt Romney's wife, greets a crowd of supporters on Tuesday.
Mitt Romney joins his wife on stage shortly after she addressed the Republican National Convention at the Tampa Bay Times Forum on Tuesday, August 28.
New Jersey Gov. Chris Christie delivers the keynote address to wrap up the first full night of the convention.
Republican presidential candidate Mitt Romney sits between his wife, Ann, and former U.S. Secretary of State Condoleezza Rice during Gov. Chris Christie's speech.
Concluding the first night of speech, Chris Christie declared Republicans were willing to face the tough issues and find solutions that work.
Delegates watch Gov. Chris Christie deliver the keynote address.
A delegate snaps a photograph of Chris Christie just before his speech.
As the crowd cheers, Mitt Romney embraces his wife, Ann, on stage during the convention.
An excerpt from Ann Romney's speech is displayed on a teleprompter Tuesday. She repeatedly referred to her first date with Mitt Romney in urging Americans to trust him to fix the nation's problems.
A veteran claps during Ann Romney's speech.
Ann Romney addresses the crowd in the biggest political speech of her life. She concluded by declaring "you can trust Mitt."
Former Republican presidential candidate Rick Santorum addresses the crowd Tuesday.
Leslie Jones of Virginia Beach, Virginia, wears a hat with tea bags attached.
Ohio Gov. John Kasich waves as he takes the stage.
Former Speaker of the House Newt Gingrich walks the floor.
American pop opera singer Neal E. Boyd performs at the Tampa Bay Times Forum.
American country and gospel vocal quartet Oak Ridge Boys perform.
Texas Solicitor General Ted Cruz, who is running for the U.S. Senate, speaks.
South Carolina Gov. Nikki Haley waves on stage.
Former U.S. Rep. Artur Davis speaks. He changed his party affiliation from Democrat to Republican earlier this year.
Delegates crowd the floor after the tallying of votes during the roll call for nomination of president of the United States at the Tampa Bay Times Forum.
Delegates display signs in support of Mitt Romney after the tallying of votes during the roll call for nomination of president of the United States.
Scott Romney, brother of Republican presidential candidate Mitt Romney, cheers during the roll call.
People cheer as the screen displays "Over The Top" during the roll call of delegates.
Supporters flash posters supporting Republican presidential candidate Mitt Romney at the Tampa Bay Times Forum.
People hold signs that say "Mitt!" as U.S. Speaker of the House Rep. John Boehner, R-Ohio, speaks.
Delegates from host state Florida face photographers and cameras as they pose for the official convention photograph.
A delegate takes a picture of the floor at the Tampa Bay Times Forum.
Ann Romney, Republican presidential candidate former Massachusetts Gov. Mitt Romney's wife, stands onstage with stage manager Howard Kolins during a soundcheck.
People from the Texas delegation say the Pledge of Allegiance.
A delegate from Wisconsin sports a cheese hat at the Tampa Bay Times Forum.
Ann Romney leans on a seat aboard the campaign plane en route to Tampa.
Karl Rove, former deputychief of staff and senior policy adviser to President George W. Bush, talks on a phone at the convention hall.
Republican candidate Ron Paul waves to supporters at the Tampa Bay Times Forum.
A woman cheers during the second day of the Republican National Convention.
A delegate checks out the convention floor before other delegates arrive at the Tampa Bay Times Forum.
A convention attendee carries a bag with a Time magazine featuring Mitt Romney on the cover.
A participant walks the convention floor before the start of proceedings Tuesday. Organizers pushed events back a day because of concerns about Isaac.
The Republican National Convention officially began Monday, August 27, but the bulk of the action was delayed until Tuesday.
A woman captures the goings-on with her phone before the start of the shortened first day of the Republican National Convention.
The chairman of the Republican National Committee, Reince Priebus, convenes the convention with a bang of a gavel.
Priebus raises the gavel as he convenes the Republican National Convention.
Lynne David walks behind a group of law enforcement officers as they patrol the streets before the convention.
New Jersey Gov. Chris Christie walks through the convention center before the start of the abbreviated first day.
Last-minute adjustments are made to the main stage at the Tampa Bay Times Forum on the abbreviated first day of the GOP convention.
An elephant logo is featured on the side of a tent outside of the Republican National Convention at the Tampa Bay Times Forum.
Two convention-goers wear plastic bags as shelter from the rain caused by Tropical Storm Isaac.
A man reads a newspaper in the empty seats of the Tampa Bay Times Forum.
Former New Hampshire Gov. John Sununu, left, stands at the podium with stage manager Howard Kolins before events begin Monday.
Men wearing cowboy hats stand on the arena floor before the start of the abbreviated first day.
Convention staff hang a Romney-Ryan sign at the Tampa Bay Times Forum on Sunday, August 26, in preparation for the Republican National Convention.
A tribute to NASA astronaut Neil Armstrong, who died Saturday, August 25, is displayed at the GOP convention as preparations continue.
Donald Trump, who accepted the Statesman of the Year Award from the Sarasota County Republican Party, answers questions in Sarasota, Florida.
A microphone is in place at the front of the convention hall in Tampa.
Former Republican presidential candidate Ron Paul speaks in the Sun Dome at the University of South Florida in Tampa on Sunday.
Activists hold signs mocking President Barack Obama at the Tea Party Unity Rally at The River at Tampa Bay Church.
Police officers question protesters carrying an effigy of Republican Party presidential candidate Mitt Romney during a demonstration in downtown Tampa.
Rachel Bolch Thach tries to shelter herself from the rain in Tampa. Tropical Storm Isaac is expected to bring rain and wind to the area and has caused convention officials to delay the start of the convention until Tuesday.
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