Oliver Wills is one smart cookie. Way smarter than I could hope to be.
Brand Democrat is a great idea.
We have to realize that most voters vote based on heuristics. Heuristics are short-cuts in decision making processes. It's why companies do branding. Most people don't spend a lot of time considering the substantive merits of Tide versus Cheer. We go on past experience, what people we know use and your general impression of Tide. These aren't the best or most accurate data to use.
Plus the fact that the colation of the pissy is getting, well, pissy leads me to think that he is really on to something here.