Old-School Team To Sell Kerry as Modern Centrist (washingtonpost.com)

Sen. John F. Kerry (D Mass.) is relying on image-makers schooled in traditional Kennedy liberalism to sell himself anew to voters as a 21st-century centrist Democrat, a muscular hawk on national defense and deficits.

Why do they have to "sell" him as something he is not? Why not just be honest about the fact that he is a liberal? Why wouldn't that be enough to get him elected?

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