joined by howard bragman and chairman of 15 minutes public relations. how are you this morning? >> good morning, chris. >> so jim messina, senior adviser david axelrod put it even more bluntly. he said in an e-mail, "hell yeah, i like obamacare." this is such a politically charged word, though. could they actually shift the strategy? could they shift the message? >> they don't have a choice. obamacare has become a dirty word in politics, and for all his achievements, obama did not do a very good job of selling his health care plan. there are a lot of things that really benefit the average american, preexisting conditions, coverage for young people, et cetera. and when it came out, they did a horrible job of selling it. let the opposition take the high ground and defined the message, and now they're seizing it. maybe a little late, and i think it's the right strategy. >> yeah, the opposition is continuing to go after it. the karl rove super pac american crossroads has a new ad out attacking the president over health care. let me show you a little bit of

howard bragman, thanks so much. >> today's tweet of the day from chuck todd.011, we said we didn't know how romfully gets the nomination and we don't know how he's denied it. nothing has changed. ♪ [ male announcer ] for our families... our neighbors... and our communities... america's beverage companies have created a wide range of new choices. developing smaller portion sizes and more low- & no-calorie beverages... adding clear calorie labels so you know exactly what you're choosing... and in schools, replacing full-calorie soft drinks with lower-calorie options. with more choices and fewer calories, america's beverage companies are delivering. the sleep number bed. the magic of this bed is that you're sleeping on something that conforms to your individual shape. wow! that feels really good. in less than a minute i can get more support. if you change your mind once you get home you can adjust it. so whatever you feel like, the sleep number bed's going to provide it for you. at our semi-annual sleep sale, save $400 to $700 on our most popular bed sets. plus,

. >> i'm joined by howard bragman, vice president of reputation.com and chairman of 15 minutes of public i found that ad interesting because here's a guy who's really struggling to be relevant anymore. but he's got one message and he's pounding it home. on the stump, and in his ads. is it a good strategy? >> it probably is. it's very herman cain reminiscent of the 9-9-9. he's staking his own ground in relation to the president, and i think for him that's probably a pretty good strategy right now. it's separating him from the pack. >> well, let's talk about the guy leading the pack certainly on spending, mitt romney. what should be his approach do you think now that we're post super tuesday? where do you do the balance between warm and fuzzy and the attack ads? >> well, he hasn't had a balance between warm and fuzzy. 90 some percent of his ads have been negative. and there's one word that we use in marketing and the most important word and that's authenticity. with his moniker as a flip-flopper it's hard to do authenticity. when you're criticizing other people, it's hard to claim authenti