What's Mallard raving about today?
Frankly, I don't know.
The language of this makes it pretty hard to understand what Mallard is getting at, but I think he's suggesting that he doesn't believe Republicans, in the wake of their disastrous 2012 Election results, need to re-package their message (let alone change their positions). Mallard is arguing for the status quo, in the apparent hope that if they just shout their beliefs loudly one more time, this time everyone will get it and we'll all become Republicans.
Because, you know, it's not that their policies are wrong, it's just that everyone else's attitude toward their policies is wrong.
And one wonders how they led themselves to ignore all available facts and believe they were about to score a huge Electoral victory in 2012?