Probably too little too late, but if there are any Dean campaigners left, if Roy Neel is out there...
Each campaign has a simple signifier that is its brand and message. Edwards is about the "two Americas." Clark is the "General." Lieberman is the "experienced moderate" or something like that. And John Kerry is the "steely veteran." Dean thus far has stood for being for "change" as an "outsider." This message hasn't resonated as can be seen by the results in IA and NH.
Dean's message problem is that he stands for "change" when the Dems are not in a reformist mood. The undecideds simply want to replace Bush, and not overhaul the entire party.
Furthermore, Kerry has coopted Dean's message of change by adopting his rhetoric. Kerry says he's the best chance for "change from Bush," a melding of the Anybody-but-Bush and Electability memes. Therefore, Dean needs a new message that drives a wedge between him and Kerry, and him and Bush.
Dean's new brand identity should be "Accountability."
It fits Dean's Truman-esque personality: "The Buck Stops Here."
It fits Dean's anti-Establishment campaign: He's the anti-Clinton. Dean knows what "is" is.
It distinguishes Dean from Kerry and Edwards: They both claim to have been "fooled" by Bush on Iraq, Tax Cuts, and NCLB.
It distinguishes Dean from Bush: He claims to have been "fooled" by his own CIA, and he even claims that he was "fooled" by the Congressional Budget Office (who lowballed the cost of the Medicare Prescription Drug Benefit).
It deftly aligns Kerry and Bush in the same corner: both are opportunists who disclaim any responsibility for unpopular decisions.
It points to a strategy that can work against Bush in the general election: Only Dean can hold Bush accountable for the investigations into 9/11 and the Invasion of Iraq.
Bush's stonewalling should be Dean's new talking point. We need Accountability; Take your Government Back!