He's done everything by the text book. That included delaying the communications launch of his "let's blast Saddam out of Iraq campaign till after summer when Americans have returned from their summer break and are in a sanguine mood for new marketing messages. Bush's hard sell also included polls to measure the market's pulse on training missiles at one of his axis of evil.
And finally, Bush roped in celebrity endorsers - actually just one - Britain's Prime Minister Tony Blair to give the campaign some added gloss in overseas markets like Europe.
So what could have gone wrong with Bush's textbook execution of his campaign to market a war on Iraq? Obviously, it's a product no one - except arms dealers -wants.
Moreover, it's a campaign that's saddled with previous image issues, chiefly Bush and VP Dick Cheney's pre-White House links with petrol companies.
And this email (above) currently doing the rounds won't make it any easier for Bush, who claims that his is a war against terrorism and has nothing to do with all that oil in Iraq, which has the world's second-largest crude reserve after Saudi Arabia.
