Of course, this marketing campaign is potentially in danger of skewing off into territory that Democrats decry of corporate marketing, namely saying what sounds good rather than what the product delivers. The quotation ads are where it is the most obvious. From the JFK quote, as part of the hallmarks of a liberal:
Someone who welcomes new ideas without rigid reactions...
Or the FDR qutoe about freedom of speech. There have been enough stories about hostility on college campuses and vandalism of Republican offices during the election, both to deafening silence from Democratic leadership, to show that the Democratic Party has fallen prey to ideosclerosis (hardening of the ideology) just as much as Republicans have.