Republicans — i.e., Rightwingers, Conservatives, Tea Party-types, Libertarians/Anarchists, etc. — usually win on ‘framing’.
Progressives argue about why this is. The solution for Progressives seems simple (like tell the truth and use rational arguments), but implementation of a successful strategy has proven elusive.
What the Right does is frame issues in ways which bypass people’s normal higher intellectual faculties, and instead aim for the ‘gut’. Rightwing messengers strike fear into their listeners with words and phrases having visceral impact, like freedom, ‘loss of liberty’, taxes, ‘change’, Socialist, Fascist, Communist, Death Panels, appeasement, ‘gays’, and, weirdly, Canada, Europe, the United Kingdom, etc.
Some of these Rightwing political ‘hooks’ are lies, distortions, or simply make no real sense, but fear and anger are powerful motivators, and if there’s one thing the Right is great at, it’s instilling fear and anger; then these scared and angry people vote their fears.
So, how do Progressives harness this strategy? Lying and fear-mongering (not to mention staying ‘on message’) is something which are not usually part of the Progressive mind-set. Progressives just don’t do well at it.
Leo Burnett (Leo Burnett Worldwide) may have found a template for campaigns that work on the Progressive roots of people who are usually electorally passive, or may not even realize that they are, at heart, Progressives.
You can find more information on Leo Burnett (both the founder and the company) by clicking on this Google search link.