From commenter DAR at the USA Today website on an article discussing reshaping the Obama political brand for the 2012 election:
I prefer a brand with principles and values.
The brand of being "middle" and "practical" cannot work. Middle does not mean right. Practical does no good with some principles to evaluate outcomes.
The idea of hope requires some notion that there is some mechanism that will bring about goals. Obama has not demonstrated any understanding of economics or any general principles of that valued by people.
To reshape his image, Obama would have to reshape himself.