According to B-school gurus, a company must create and vigilantly protect a clear, coherent message about itself if it wants to thrive in the word-of-mouth shark tank. From logo to language to logistics, it all must be of a piece. Consistency matters. A concise identity counts. Which got me thinking about the Democrats. As the lame duck tax debate slogs towards its inevitable conclusion, I'm wondering: what does the brand "Democrat" mean? If anything.