I get that the ‘maverick’ label allows you to stand on any side you please.

Except that when you craft a campaign, standing for different things at different times has the makings of a communications disaster. Especially now, when it’s possible to juxtapose them.

Take these two positions. These are statements to the press, not something the press distorts.

• “I agree with Bush far more than he disagree …
• “There’s a long list of areas that we were in disagreement on …”

It’s like a brand manager placing ads for product X in different newspapers positioning it as a luxury item in one market and a discount product in another, hoping that no one sees both.

Unfortunately we do.