Thematic (sighted on The Washington Post)

Potential Hillary Clinton supporters told ‘inevitability is not a message’

“A tough thematic will be, ‘a time for change,’ and you can shove a lot under that thematic.” Ickes said.

Any word worth using wrong is worth using wrong twice.

Reference: http://www.washingtonpost.com/potential-hillary-supporters-told-inevitability-is-not-a-campaign-strategy/2014/11/21/df8978bf-eec8-4d40-8e53-c80ef51be874_story.html