The issue with the current Republican Party is not a superficial messaging problem, nor is it about a particular policy position such as immigration or gay marriage. It's about the larger product itself. The concept of the party is murky and the murky messaging follows.
Since November, Republican party leaders have blamed everyone under the sun for their failures, embodied in the snide commentary of Karl Rove. We got jobbed. People don't get us. Democrats are better at Facebook. But these aren't Republicans that live in California.
The Republican Party should welcome the Libertarian Party and other challengers in the political arena. The former should try to win by convincing the American people that the GOP really is the better option, not by preventing them from voting for someone else.
If a surge of anti-Republican Hispanic voters destroys the careers of enough politicians who thought that pandering to anti-immigrant fear was good politics, the whole political narrative about immigration reform will change.