After a strong debate performance, Mitt Romney is ramping up what Politico calls the Romney Reinvention Project. "One night doesn’t transform the race, but the next three to five days can," says a campaign rep. "We just have to stick to our plan and not chase all the rabbits" from the Obama campaign. That plan is aimed at making Romney look as presidential as possible, with a foreign policy speech on Monday and new ads that replay debate moments. "The afterglow" following the debate "will be short-lived," an adviser tells the Washington Post—but the campaign hopes to keep the momentum.
Thus it is adopting a new message: "the choice narrative," comparing President Obama's record with Romney's proposals. The new strategy acknowledges that people still like Obama personally—and that they want to hear more specifics from Romney. It also seeks to present a "softer" Romney, who worked to present a more centrist, likable image at the debate, Politico adds. A big part of that involved a new defense of his tax plan. He promised he wouldn't raise taxes on the middle class, a message he'll push in the coming days. the Post notes. "This is an opening, but it will take a steady, determined and focused effort to get this narrative back on firm footing," says a former George W. Bush adviser. Meanwhile, Obama is getting tougher on the GOP candidate.