I've read the following idea at least twice in NYT:
"... said Ken Mehlman, Mr. Bush's campaign manager, who is planning a campaign focused more on the direction of the country and less on a personal matchup between the Democratic nominee and Mr. Bush, who continues to polarize large portions of the electorate."
In the latest piece, Bumiller and Stevenson believe George Bush is already deeply engrossed by the 2004 campaign. I find that easy to believe, as I interpret several of Bush's latest moves (guest workers, space program, more tax cuts) as out-and-out attempts to buy votes.
Being a little slow, it only now occurs to me that Dean's "Take Back America" slogan can be very appropriate to Bush's perceived weakness: himself. Progressives need to emphasize Bush's divisive and abrasive persona. We also need to draw out the secretive VP Cheney.
Now, warning, this could be a double-entendre. After all, Bush's personality pleases large numbers of those who participate in Bush's conservative culture. So, putting Bush up front could only reinforce those leaning in his direction, while not pulling anyone in the opposite direction. The possibility of Mehlman's public statements laying a trap must be considered. Of course, the Bush Campaign strategy will become publically visible and verifiable fairly soon, so we will know what to think.
If it is true, that Bush's weak card is himself, then we need to set a strategy that plays on it. This cannot be bullying or overly offensive. Someone who does "focus groups" needs to study "swing" voters to find out what they don't like about George Bush, and what they are willing to hear over and over.
Mehlman may have given us a clue how to even up the campaign, at least, or maybe even put George Bush on the defensive.