The GOP Must Accessorize; Work It, Frank

CBS News's Brian Goldsmith elicited some interesting remarks from Frank Donatelli, the RNC deputy chairman, about the GOP brand:

CBSNews.com: Tom Cole, the chairman of the National Republican Congressional Committee, went beyond what you've said. He thinks the problem is more than the environment. He asked aloud whether something was wrong with the product after three special election losses in Republican districts. Do you think there's something wrong with the product as well as the environment?

Frank Donatelli: Well, I guess what I would say is that the successful Republicans this time are going to maybe take the basic brand and add their own mix to it. So I guess I would say yes. I mean, I don't think the generic brand will do it this time.

Sometimes the generic brand does it for Republicans or Democrats, based on the circumstances. But this time it's a very challenging environment and it's not enough just to kind of go down the litany of issues. I think you've got to be more creative. You've got to reach out. You've got to have some really strong issues, talking points of your own.

So, you know, it's kind of like we're a basic black dress. Sometimes it works. But sometimes you've gotta, you know, you’ve gotta have the accessories to go with it. And we need accessories this time.

CBSNews.com: This is the year to accessorize for Republicans.

Frank Donatelli: First time I've ever talked about shoes in an interview like this.