I think this runs at odds with what some people are trying to do, which is educate the electorate on why this kind of thing is a bad idea so that these types of issue branding tricks can't get past the public.
All that being said, I'm not sure that much of the electorate can be educated in this way, which probably does account for the success of this sort of thing.
Not to get to OT with politics, but another important part of the "Republicans are better at messaging" thing is that in general conservative positions tend to be very simple, e.g.
"drill for more oil" vs. "if we create a market for greenhouse gas emissions we can incentivize a market-based transition to a cleaner...."
"get tough on crime" vs. "focusing on incarceration ratherthan rehabilitation for certain classes of crimes actually increases crime by decimating minority communities and perpetuating a cycle of...."
"the government is bloated" vs.