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The Dartmouth
July 9, 2025 | Latest Issue
The Dartmouth

Rebuild, Don't Rebrand

I am perplexed. How can it be that someone is a "better" Republican than someone else? I never knew one's commitment to his or her political party could be measured, let alone ranked. Nevertheless, Republican infighting between Dick Cheney, Colin Powell and Rush Limbaugh has been reduced to just that: who can lay claim to the title of best Republican. Turn on any news program nowadays and you can watch "America's Next Top Republican."

All kidding aside, this issue is important for all American voters. The fighting raises questions as to what the Republican Party will look like in the future. From one point of view that of Limbaugh and Cheney Republicans must cater to their more conservative-leaning constituents in order to oppose liberal-leaning Democrats. This also was the suggestion Blair Sullivan '10 gave in a recent opinion piece ("Stick to Your Guns," May 21). From the other point of view that of Colin Powell Republicans must expand their base as much as possible to win elections. The way I see it, the Limbaugh and Cheney camp is attempting to rebrand the Republican Party for conservatives, while the Powell camp is suggesting (rightly, I believe) that the Republican Party needs instead to rebuild itself.

Rebranding the Republican Party will only serve to sweep longstanding faults and inefficiencies under the rug. As Stephen Colbert joked, rebranding would allow the GOP to make "painful, soul-searching, superficial changes to their image without altering anything inside."

Now, Colbert is just a comedian, but he points out an important problem with Limbaugh, Cheney and Sullivan's view: rebranding the Republican Party as the party of conservatives will not fix the party, or win it votes, but will rather give the GOP a new paint job, while losing moderates and independents in the process. To win elections, Republicans need to win voters, not alienate them.

In order to rebuild itself, on the other hand, the Republican Party must revise its principles so that they reflect the moderate current of public opinion, while at the same time remaining true to traditional, Republican values. As Sullivan fears in her column, this move towards the center would silence much of the conservative opposition currently being voiced around the country. But while this conservative opposition is legitimate, the way in which it has been voiced is anything but. Their gripes may be relevant, but it nonetheless appears that Cheney is solely attempting to save face and Limbaugh is just attempting to boost his ratings.

Colin Powell, however, is the only participant in the current debate who I believe is solely attempting to save the party. And if Republicans follow his advice and consider more moderate stances and more moderate candidates when picking new leaders, they may actually have a shot at winning elections.

This process begins first by finding more likeable and competent candidates (like pre-election John McCain). If Republicans can find young, moderate leaders to compete in upcoming elections, they will greatly improve their chances of success. But finding such candidates is only the first step necessary for a party that is currently in shambles. To truly rebuild itself, the GOP must restructure its party platform so that the Republicans, and not the Democrats, become the party that voters believe is in touch with the country.

Restructuring, for the GOP, inevitably requires rethinking some issues on which many critics consider Republicans to be stuck in their ways. The Republican Party, for example, can still adhere to the conservative principle that marriage is between a man and a woman, while supporting a wide range of rights for same-sex couples. Likewise, although Republicans fear that environmental regulations will stifle business, they can acknowledge that global climate change is a problem that needs to be dealt with immediately.

Rethinking and rebuilding are essential for the Republicans if they are to become viable in upcoming elections. Although the GOP is the party of traditional values and ideas, it need not be the party of sedentary beliefs. Restructuring the party, finding appealing young leaders and following Powell's suggestion of opening up the base to more moderate views will be the trifecta that wins the new Republican Party success.