Early Tuesday afternoon, House Majority Leader Eric Cantor plans to deliver a major speech kicking off his latest attempt at revitalizing the Republican Party brand.

If this sounds vaguely familiar to you, it's not your imagination. As Politico's Jake Sherman and Jonathan Allen point out, this isn't Cantor's first rodeo when it comes to brand rebuilding—it will be his fourth. In 2009, there was the National Council for a New America, in 2010 there was the "Young Guns", and in 2011 there was "cut-and-grow."

Sadly for Cantor, in 2012 his efforts were rewarded with the reelection of President Barack Obama, a larger Democratic majority in the Senate, and a smaller Republican majority in the House. But now it's 2013 and it's apparently time for the fourth generation of Eric Cantor, GOP Brand Rebuilder™. So, on Tuesday morning, Cantor explained to CBS News what will be different this time:

What this is about is about making sure that we can express why we're doing what we're doing ... what it is more is explaining why we're doing what we're doing.
Aha. So instead of doing something about being wrong, this time Eric Cantor thinks House Republicans need to do a better job of explaining why they are wrong. Great plan, sir. It worked so well the last three times you tried it.

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