Branding matters. If you get a piece of mail, or you see an ad, or you get a phone call, and it’s from some group that you think you don’t like, you never pay attention to what they have to say.  You’ve hung up on it or tuned it out before you ever get a chance to penetrate.  So we have worked hard to create a branded organization that does not carry partisan baggage.  It’s called Independent Women’s Voice. Being branded as neutral, but actually having the people who know know that you’re actually conservative puts us in a unique position. Either groups are conservative or they tend to be genuinely mushy middle, in which case you have no idea where they’re going to come out on a particular policy issue.  Our value here (and what is needed in the Republican conservative arsenal) is a group that can talk to those cohorts that wouldn’t otherwise listen but can do it in a way that is taking a conservative message and packaging it in a way that will be acceptable and will get a hearing.