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The Clinton campaign is getting cozy with longtime supporter and advertising whiz Roy Spence to help re-shape her up-and-down campaign.

Spence coined the famous phrases, "Don't Mess With Texas" and the Southwest Airlines motto, "You are now free to move about the country".  He's smart, and a savvy advertiser.

Here's more from the ABC News report:

Spence was active early on in the campaign, but will now take on an every greater role, having input on how to rebrand Clinton's message to voters.

"Hillary wants somebody in there that is going to comprehend what messaging conversations are being had and how things are being formulated," a Clinton campaign insider told ABC News.

On the one hand, its probably a smart thing for anyone - a business, a non-profit, or a politician - to want to clearly brand themselves to their audience.

But to me, there's something creepy about having to bring in an outside advertising pro to "re-brand" yourself.  Shouldn't a politician, and what he or she stands for at their core, be the "brand"?