The “Change” ads Romney rolled out in Iowa bolster Phil’s original point. Romney is placing himself to the right of “Washington Republicans” (and presumably President Bush) on spending, illegal immigration, and other conservative issues. He is arguing that Republicans need to act like Republicans, not Democrats. That’s a message designed to appeal to a conservative electorate. But by adopting the “change” theme, he puts himself in a position to pivot if he becomes the nominee — he can try to appeal to swing voters in the general election as a change candidate.

The only “mixed messaging” involved is that Romney’s critics keep pointing out how the former Massachusetts governor tailors his platforms to the desires of different electorates. This has caused some conservatives to distrust Romney, leaving openings for Thompson and possibly Newt Gingrich (I personally think Gingrich’s demand that his supporters raise $30 million or he won’t run sounds a bit like Oral Roberts in the tower, but I digress). Nationally, Thompson is polling better than Romney. In states where early organization and retail politics are more important, Romney is polling better than Thompson. But I don’t see much evidence that Romney and Thompson are reading the Republican primary electorate differently — I just see indicators that one of them is already thinking of a general election strategy.