As intra party feud picks up steam in the USA, surprises rein the election theatre in any and every possible way. Yet the projection, marketability and eventual nomination of a candidate hover around the basics of personality marketing and impression management. The glitter and gala of events and party theatrics play second fiddle to how the candidates are perceived.

Electability continues to be the key decisive factor. More important than visual appearance is the element surrounding the "package" that the candidate is likened to. Track record and experience are far more crucial than idealist stances. At the same time, an impeccable CV will draw less traction if it fails to address and anticipate challenges for the future. Among Democratic candidates, while Bernie Sanders' political experience ranks far below Hillary's, it is his ability to tower over any of the potential Republican candidates that is suspect. Additionally, his idealist stance on a multitude of platforms like offering tuition free college education or reforming or improvising healthcare look grand on a text book. Even within party stalwarts, the case for a Socialist narrative is risky. From a position of strength for Democrats and a potential successive third term presidency that resonates with a brittle Republican position, chances look to be far brighter with Hillary's nomination.

The issues look to be secondary, at best. As Obama's legacy carries with it an enviable track record delivered on a silver platter, the Democratic slogan, the message seems to forebode from within : "…if it ain't broke, don't fix it….". While the Republicans continue to run helter skelter for damage control, their adversaries in the Democratic Party are out to exercise caution so as not to rock the steady boat. In all fronts, the Obama presidency has weathered every storm from the negativity let loose from the GOP ruled Senate and Congress. On all fronts, namely the women voters, young voters, LGBTQ voters, minority voters, diversity voters, it is a safe bet to kow tow Obama's policy and strategy. Economically, too, the deficit looks immensely minimised and paints a glowing picture with the lowest ever unemployment in a decade.

The momentum is in essence the harbinger of days to come. Dynamics in either or both parties look to be tremendously different. While Democrats are least keen to ruffle feathers and disturb the status quo and may even harbour ambitions for a return to a Democratic controlled senate and the House in the next mid-term, the fate of the Affordable Care Act is sure to face the axe with a Republican president. On the other hand, fully knowing that their front runner is the least electable, party stalwarts are sending panic calls and alarm bells throughout the nation with the sole objective of disturbing the status quo and creating waves of dissent.

Fate in the caucuses will have a tell-tale effect in both short as well as long term. In other words, caucuses in Iowa and New Hampshire will have a lasting effect in favour of Bernie Sanders only if millennial voters, mostly within the age bracket of 18-34 year olds, turn up as the polls have indicated.  It will still be tall order to topple the cart that is now heavily tilted in favour of Hillary Clinton in other states that is in excess of 70 percent. The initial primaries are scheduled to start in early February and opponents of Donald Trump continue to be apprehensive of the strong loyalty of his supporters. He has played his cards very well and the latest endorsement from Sarah Palin has literally secured the support from Tea Party diehards that look potent enough to be stronger than the support that evangelicals have for Ted Cruz.

Endorsements and alternate depictions of the opponents are proving out to be pivotal for all candidates. Interestingly enough, the Republican administration looks to be portraying their frontrunner as negatively as possible. The Republication machinery is still out to discredit Donald Trump, not champion him. Some are, in actuality, endorsing the third possible candidate. While endorsements from major publications and personalities are valued pricelessly, the element of alternate depiction of candidates (in essence, negative portrayal) is bewildering. Republicans are out to herald and champion Bernie Sanders with the hope that he is nominated so as not to have to face the seemingly invincible Hillary Clinton.

All told, this promises to be an exciting Primary to look out for as a forerunner to the end game of marketing strategies for the presidential election in November 2016.

The writer is an Airline Executive.