Why is it that we spend a lot of time worrying about things that don’t really matter in the long run? When I initially talk with clients, they often ask me what I think about their slogans, whether I “like” their picture in the ad or what nickname to use. Presidents, governors and mayors (as well as other executives for that matter) should not be like lions hunting mice but rather focus on big things. They should act like lions hunting antelopes. It takes time to think, read and reach strategic decisions. In other words, it takes time to govern.
For an incumbent, this involves a signature accomplishment, which by the way needs to be constantly polished. It’s often better to focus your PR and communication on a limited number of “flag ship” projects, rather than drown voters in plenty of things. Also, never assume that voters already give you credit for your accomplishments. Credit is something you have to actively and constantly claim by celebrating your achievements.