That's an interesting question... for Carville, when he did Clinton's campaign, it was easy.... "it's the economy, stupid". But what he also said he did, was he looked at what people knew about Clinton... they knew he was a baby boomer, they knew he was a Rhodes Scholar, they knew he protested against the Vietnam War.... He knew that Clinton sounded like a baby-boomer, trust fund baby. So they did a film, "The Man From Hope" that showed how he came from an poor family and had to work his way up.... That's the kind of thing they needed to overcome the initial perception.
As for issues.... I think first, you have to pick a tone and a voice that resonates and it depends who the candidate is....
Whatever issues, I'd pick, I'd try to showcase them properly.
For example, it would be easy to focus on Bush's screw-ups and the poor direction in which Iraq is going, but, ultimately, if you want people to fire the folks in charge, you have to give them an alternative. Cause even if they're doing badly, folks don't like changing horses mid-stream.... hence Bush getting his second term even with horrific polls and most people thinking the country was/is moving in the wrong direction.
Say the Candidate is John Edwards (just a hypothetical); we know the right immediately paints him as "evil trial lawyer" and pounds on that.... So, the first thing that has to be done is the cases he did have to be showcased... like him suing the company that made the swimming pool filter which sucked a little child into it so hard it took her intestines out of her body.... that should de-fang the "evil trial lawyer" thing.
so for him, you have someone who protects the public.... point one...
protection of the public... point two.... bring that into the WOT and talk about how the Repubs haven't implimented the recommendations of the bi-partisan 9/11 Commission.
protection of the public... point three.... talk about the link between energy and terrorists.... By using mid-east oil, we hand over our wealth to the very people who hand that money over to terrorists to use against us. Weaning off of oil is a security issue... link to environment.... raise CAFE standards, etc.
stagnant wages for everyone but the wealthiest... link to the above and how the pursuit of new energy sources will create a new job source and jumpstart the economy....
Not that difficult...
Simultaneously, you paint the Repubs as intractable... Stephen Colbert, in his speech at the Washington Press Corps dinner talked about Bush being "consistent"... he said "you know this man believes the same thing on Wednesday as he did on Monday..... no matter what happened on Tuesday". You take the whole party and show how they won't adjust to necessary data.
That gives you your themes, I think... just off the top of my head. Ask me again when we have our candidates set.
So how would you handle it?