Marketing 101

National Republican leaders have launched a campaign to improve the party's image. And little wonder why: The party has been taking a beating in the polls. Americans have been running from the GOP like a herd of gazelles catching wind of a lion.

Richmond's public schools have launched a campaign to improve their image as well. And little wonder why: For years, parents of school-age children have been fleeing the system the first chance they get.

Marketing is fine. There's nothing wrong with putting your best foot forward -- especially if people have the wrong impression. But there's not much a marketing campaign can do to rescue an organization if people have the right impression.

The Richmond Public Schools have made remarkable strides in recent years. Some schools could go toe-to-toe against any system in the country and win by a knockout. But many schools still have serious issues. Similar things might be said about the GOP. Some of its members have heard the message of recent elections and realize the GOP must improve its performance by once again becoming a party of ideas. Other Republicans act as if the only problem is that everyone else in the world is a left-wing idiot deserving of contempt.

The best marketing tool is a product people actually want.