That they had 99 problems but Mitt Romney wasn’t one.

In the beginning of the epic election, the group trying to reelect Chief executive Obama confronted a mountain of challenges: a dismal overall economy, the faded expectations of the first campaign, and a struggle to raise plenty of cash to compete. No president experienced risen so fast, or dropped so far, in the present day era. No chief executive in living memory space had earned a second term in such troubled occasions. To resell the president, they needed to redefine the world they were living in..Read More on the subject of The Message: The Reselling of Leader Obama They had a need to retell their own story and rewrite the individuals.

They needed to discover The Message.

But first, they needed to fight the enemy within: each other. For six years they held a lid on the internal disputes-the ego clashes, the disappointed ambitions, and the battle to regulate the Obama brand. Everything was out of general public view and under wraps. They called their design No Drama Obama, as well as the expression matched the feeling of the applicant. But it was never completely true.

In 2008 they discovered a means around their rivalries. Four years later, their hostilities threatened to undermine the reelection of a president at a time when most voters were deeply disappointed and ready for change.

Drawing on unrivaled access to the key characters, THE MESSAGE tells the inside story of the Mad Men-the entrepreneurs, message-shapers, and admakers-who kept the Obama presidency in their hands.