It seems that everyone in the GOP just wants to "re-brand" the party and/or "improve its messaging."
But I think Andrew Sullivan hit the nail on the head in a post yesterday about gerrymandering (my emphasis):
The Republicans are ... effectively a religious organization founded on unalterable doctrines, and not a sane political party ...
And it's true. Whether they're talking about social, or economic, or foreign policy issues it's always an article of faith with Republicans. Abortion or same-sex marriage? Bad, in any and all cases. Tax and spending cuts (except defense)? Good, always and forever, regardless of the circumstances. America's place in the world? We're the Greatest Country Ever, because ... we say so, that's why.
In other words, we believe what we believe because we believe it.
So how do you reason with a base like that? And how do you nominate moderate candidates who can actually win elections? You can't and you won't.
And that's why I think the GOP is in much bigger trouble than almost anyone realizes. They're stuck in ideological and religious straitjackets of their own making. And, unlike Houdini, I don't see how they get out.