The GOP: Bastion of Conservative Values or Multi-Brand Vending Machine?

Ran across this blog post by David All that essentially says Republicans need to change up the game, give up on having a core set of principles and/or limited agenda, and act more like iTunes and NetFlix -- i.e. offer conservative, libertarian, and independent voters more and varied choices -- under the larger brand "Republican."

Says All, "Gone are the days of Newt Gingrich's Contract for America, a plan which every Republican got behind and backed. A unified agenda back in 1994 was possible because of Newt Gingrich's intoxicating personality and strong leadership style; but it was also a different time, a time before the Internet inspired a culture of choice and information. Today, thanks to the Internet, each Member of Congress can and should be fighting in the trenches for the hundreds of issues which drive their voters to the polls under the banner of the Republican Party. The Internet provides a medium to distribute our message like never before. We can fight on thousands of fronts."

I'd like to hear more about the "choices" All thinks Republicans should offer in order to endear people to the "brand." I'm not opposed to hundreds of worthy mini-causes flying under the flag of the GOP, and I understand the wisdom of drumming up support through issues that click with certain voter groups. I'm just concerned that when we start talking about "branding" and "diversification" we sound more like a corporation trying to market itself for profit than a Party of values and beliefs. Loyal voters and dollars are needed, true. But is this Coca-Cola, or is this the Grand Old Party of the Republic?

Maybe All is simply suggesting that there are not ten or twenty but hundreds of conservative/libertarian issues and sub-issues to talk about, a plethora of related agenda items we could pursue, and an Internet which can help us do both. If so, I agree. If, on the other hand, All is suggesting that we water down the drink to make it easier for weaker stomachs to swallow, or that we start selling other types of soda, I can't concur. The GOP must remain rooted in conservatism, and we must persuade the citizenry - through the intelligent and passionate presentation of our values - that it is well worth preserving.