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As the current administration leans into “War” (despite the sales pitch bait and switch promise to end all wars within 24 hours), it makes sense to oppose that at its core as a matter of positioning. What’s the opposite of war that also represents a broken promise? The message is simple. “Peace.”

That said, this is really, really good copy. When you are up against an incumbent, it’s important to position yourself as a challenger brand and this does so masterfully without alienating the folks that they need to convert. Strong words can drive real change. jamestalarico.com/why-im-runni...

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