Re-election about convincing voters you still represent change

Re-election campaigns hang on a party's ability to convince voters they have brought change and will continue to do so, according to Barack Obama's chief campaign strategist.

But as political success seems to increasingly rest on providing something different than the current government, that can be a challenge.

"By being incumbents, you are the status quo," David Axelrod told The House from the Liberal policy convention in Halifax.

"The important thing for the Liberal party is to make clear all the changes they've already implemented."

The Liberals' 2015 campaign was built around that theme, and the next campaign will be a balance of citing their successes and defending their failures, according to the incoming party president.

Justin Trudeau's Liberals have looked to the U.S. for inspiration as they prepare to mount a re-election campaign.

Axelrod is a keynote speaker during the convention, sharing lessons learned during Obama's successful 2008 and 2012 presidential campaigns.

For the Liberals to remain in government, Axelrod says they have to focus on a handful of concrete, specific issues as the foundation of their campaign.

He added it will be key to make sure the different political options are clear in voters' minds and what the outcome of each of those choices will be.

However, sentiments that swept the U.S. during the last presidential election could find root in Canadian politics as well.

Provincial party leaders like Ontario's Doug Ford and Quebec's François Legault are swaying support with a populist message.

As uncertainty looms over trade, a growing federal deficit and other issues like unemployment, Axelrod said populism will grow.

"Populism is a pushback because of all this wrenching change that we've seen," he said, adding that a response to oppose that movement hasn't been perfected yet.

Ultimately, voters will decide what change looks like to them.

Obama's success came as he focused on the economy and the middle class, Axelrod said.

Just because that was similar to the tone of the Liberals' 2015 campaign doesn't mean it won't work again.

You can still champion change and make it clear you're going to keep working on it, Axelrod concluded.

"Those things are tangible, those things are real."