The rebranding of Kamala Harris. How 5 strategic shifts are changing the presidential election once again

Join Fox News for access to this content Plus special access to select articles and other premium content with your account - free of charge. By entering your email and pushing continue, you are agreeing to Fox News' Terms of Use and Privacy Policy, which includes our Notice of Financial Incentive. Please enter a valid email address. Having trouble? Click here. NEWYou can now listen to Fox News articles!

Vice president and Democratic presidential nominee Kamala Harris faced the formidable challenge of reintroducing herself to the American public in August. With her approval rating hovering around 35%, it was crucial for her to redefine not only her image but also the vision she represents for the future. In just over a month, she has reshaped her entire campaign narrative and established a strong connection with voters.

To do this, her campaign implemented five strategic shifts in her language and messaging, effectively transforming her public persona.

While many may recognize me primarily as a pollster and researcher, my expertise extends beyond these roles. I am a messaging strategist focused not only on what candidates articulate but also on what resonates with the electorate. I examine how language fuels behavior change, often determining the outcomes of elections, whether candidates win or lose. This emphasis on language and messaging has informed my predictions in past elections—from Trump's victory in 2016 to Biden's triumph in 2020. As we look ahead to the 2024 race, I am beginning to observe significant shifts that could once again shape the electoral landscape.

HARRIS GAINS ON TRUMP ON ECONOMY AND CRIME, POLL FINDS

Here’s a look at the strategic thinking behind those stategic shifts by Vice President Harris and