Joe Biden pulled off one of the biggest political upsets in US politics following losses in early primary states to consolidation of the anti-Sanders wings of the party around his nomination to then win the 2020 presidential election. Biden was defined as the anti-Trump, a moderate alternative to the chaos of the Trump presidency. But can that work as an effective marketing and branding strategy again? 2024 became a referendum on Biden’s leadership, not just Trump’s demeanor, and that meant the Biden campaign had to pivot in terms of marketing Biden. But it proved to be a disaster, and when Kamala Harris took over as the nominee, the Democrats had to scramble to create and develop a re-brand in a very short time period. This chapter considers how Harris and running mate Tim Walz tried to create momentum and develop a new brand despite Biden’s unpopularity and Harris’s inability to distance herself from the Biden administration.