Robert Reich - Member of Clinton Cabinet 1993-1997 - Candidates for the presidency of the United States has been pre-packaged and designed for many many years. What was new was an attempt to use very sophisticated or pseudo-sophisticated techniques to plum the public psychology to find out precisely what the desires of the individuals were and then to come up with a candidate and a platform and images and words that exactly responded to those deep desires. This was packaging at a new level. This was polling at an extreme.