"Primal Code for Brand Romney."

The Boston Globe snags 77 PowerPoint slides of inside analysis of Mitt Romney's strategy:

Dated Dec. 11, the blueprint is wide-ranging and analyzes in detail the strengths and weaknesses of Romney and his two main Republican rivals, Senator John McCain of Arizona and Rudolph W. Giuliani, former mayor of New York. The plan, which top Romney strategist Alex Castellanos helped to draft, charts a course for Romney to emerge as the nominee, but acknowledges that the "electorate is not where it needs to be for us to succeed."

[A] page titled "Primal Code for Brand Romney" said that Romney should define himself as a foil to Bay State Democrats such as Senators Edward M. Kennedy and John Kerry and former governor Michael Dukakis. Romney should position himself as "the anti-Kerry," the presentation says....

McCain is described as a war hero and maverick with a compelling narrative and a reputation for wit, authenticity, and straight talk. But he's also seen as "too Washington," "too close to [Democratic] Left," an "uncertain, erratic, unreliable leader in uncertain times." "Does he fit The Big Chair?" the document asks. The plan calls McCain, 70, a "mature brand" and raises questions about whether he could handle the rigors of leading the free world.

Giuliani is called an outside-the-Beltway rock star and truth teller who earned the nation's trust for his leadership of New York City's response to the Sept. 11, 2001, terrorist attacks. But he is described as a one-dimensional Lone Ranger whose social views -- he supports abortion rights and civil unions for gay couples -- could destroy the "GOP brand." "We can't disqualify Dems like Hillary on social issues ever again" if Giuliani is the nominee, the document states.

The plan also touches on what it calls Giuliani's ethical issues, including his relationship with Bernard Kerik , former New York police commissioner who withdrew from consideration to become US homeland security secretary amid allegations of improprieties. It raises Giuliani's "personal political liabilities," an apparent reference to his three marriages and bitter public divorce from his second wife, Donna Hanover....

The case for Romney, according to the plan, is this: "Mitt Romney, tested, intelligent, get-it-done, turnaround CEO Governor and strong leader from outside Washington, is a better candidate than McCain & Giuliani to ensure that America's strength is maintained so we can meet a new generation of global challenges."