Few voters will remember his public-funding pledge or his wiretapping pledge. What they will remember is if he keeps his word, if he has the character to be president. That involves whether he can be trusted and depended on to do what needs to be done (or what he says he is going to do).
That character part is more important than the likable part this election year.
John McCain is stuck in a hall of Obama mirrors; everywhere he goes, he is marginalized by images of Obama. His best and only recourse, thanks to the anemic brand of the Republican Party, is to stick to his character and move that narrative.
McCain must insist that “when things get tough and challenging, I double-down because I know what the right thing to do is; what Barack Obama does is cut and run.”
McCain cannot win on change; he has to win on character – his and Obama's.
For his part, Obama basically must pass the character test and win on issues.
“The real thing that is ultimately going to decide this election is that people are dissatisfied and they think things are getting worse,” Rockman says. “That's a big help to the Democrats and to Obama.
“McCain's character will help him some, I'm sure. But the Republican brand name is currently in disrepute, and that will be a drag on McCain.”