| Republicans | Strategic fit | Fiscal restraint | Previous Administration | Administration |
| Strategy / Strategic | Look | Change | 9/11 | Regulation[s] |
| Benchmark | Homeowners | 2008 BARACK OBAMA BINGO (free square) | Campaign | Unprecedented |
| Afghanistan | Mindset | Job creation | Let me be clear | Crisis |
| Reform | Out of the loop | Senator / Senate | Accountable | Main Street |
| Win-win | Mindset | Mortgage | Senator / Senate | Empower (or empowerment) |
| Spread the wealth | Debt | Crisis | Accountable | Loophole[s] |
| Middle Class | Unprecedented | 2008 BARACK OBAMA BINGO (free square) | [Alternative] Energy | Afghanistan |
| American[s] | Free market | Administration | Strategic fit | Relief for working families |
| Benchmark | Retirement | China | Change | Fannie / Freddie |