What does every good story have? Strong characters you love, strong characters you despise. The same is true for story-based strategy. That's why Obama's ROMNESIA was brilliant - a meme that clearly evokes his opponent as a guy who can't be trusted to remember his promises. ROMNESIA became the news, and social media exploded.
Did it work? Well you know it did. The campaign rolled this out after the second debate, when the president was re-gaining some wind in his sails. But this Reuters lead paragraph was just what the campaign needed back in October:
President Barack Obama turned his rival's name into an ailment on Friday, accusing Mitt Romney of suffering from "Romnesia" for emphasizing moderate positions rather than the conservative ones he put forward in the Republican primary race.
If you say you're for equal pay for equal work, but you keep refusing to say whether or not you'd sign a bill that protects equal pay for equal work -- you might have Romnesia.
Urban dictionary defines Romnesia: