Is there a fourth rule?
And it has burst in part, I submit, because Democrats (over Mickey's vociferous protests) have been relentlessly — and, I would say, accurately — attacking his character for about four years now. If we'd started earlier, hit harder, and been more unified (e.g., had some help from Joe Lieberman and Mickey Kaus), he would now probably be even less popular than he is. The first rule of advertising is repetition. The second rule of advertising is repetition. And the third rule of advertising is repetition.- Mark Kleiman
George W. Bush isn't just an awful President; he's also a miserable excuse for a human being. Saying so, back when he was popular, wasn't an immediate vote-winner, but it paid long-term dividends. Saying it now — long, loud, and over and over and over and over and over and over and over again — isn't just truth-telling, it's also obviously good politics.