I agree with you to some extent. However, one of the problems with how the Republican party communicates is that, amomg their target base, they will often conflate "memorizing and regurgitating" talking points with understanding/groking the issues. They may not know why they don't like Obamacare, but they can memorize that catchy word and they know it spells trouble. But later when/if their party decides to change positions on the issue, a new catchy term with a positive connotation is coined for the masses to latch onto.
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.