Vice President Kamala Harris delivers remarks at the 2024 Democratic National Convention after formally accepting the nomination for president.

Vice president and Democratic presidential nominee Kamala Harris faced the formidable challenge of reintroducing herself to the American public in August. With her approval rating hovering around 35%, it was crucial for her to redefine not only her image but also the vision she represents for the future. In just over a month, she has reshaped her entire campaign narrative and established a strong connection with voters.

To do this, her campaign implemented five strategic shifts in her language and messaging, effectively transforming her public persona.

While many may recognize me primarily as a pollster and researcher, my expertise extends beyond these roles. I am a messaging strategist focused not only on what candidates articulate but also on what resonates with the electorate. I examine how language fuels behavior change, often determining the outcomes of elections, whether candidates win or lose. This emphasis on language and messaging has informed my predictions in past elections—from Trump's victory in 2016 to Biden's........

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