For Hillary Clinton, it’s Deja Crazy Vu.

déjà vu |ˌdāZHä ˈvo͞oo|
a feeling of having already experienced the present situation.

As the adroit Ron Fournier points out on Twitter, when it comes to the Clintons it’s always someone else’s fault.

Sometimes, it’s the voters. This time, right on schedule, it’s the consultants.

On the eve of the New Hampshire primary, we’re hearing a Clinton staff shakeup is on the way. Sound familiar? It should.

Clinton’s 2016 campaign is following an eerily similar path to that of her ill-fated 2008 bid for the presidency. Devastating and embarrassing early shortcomings (Iowa in 2008, and polling indicates a 2016 blowout is coming in New Hampshire) followed by internal recriminations.

As Glenn Thrush of Politico has reported, the Clintons are mad as hell and they’re not going to take it any more. Maybe they should adopt Donald Trump’s theme song, because like Twisted Sister they’re telling their staff “if that’s your best your best won’t do” and ordering another purge.

In 2008, Clinton sacked her campaign manager and shook up the staff after losing in Iowa to a skilled novice and an experienced maggot. Here we are again, eight years later – almost to the day – and it’s second verse, same as the first: an underperforming campaign that doesn’t connect with voters embarrassed by an outsider they “didn’t see coming.”

2008: Angry candidate blames staff. 2016: Rinse, repeat.

This wasn’t supposed to happen. Clinton played it smart this time. She hired those wily Obama veterans who beat her in 2008 to run this race. Genius! She would have a bionic campaign, rebuilt… better, stronger, faster.

Not so much. It might be a bionic campaign, but it’s the same candidate. And that’s the rub with voters.

There are many parallels between the brands with which I work and the politicians with which I used to work. One of the biggest is that a great product solves a lot of problems, but a bad one brings problems to the surface with a vengeance.

Barack Obama was a great candidate. He made everything from organizing to digital to fundraising to messaging easier. But when you go to market with a product the market doesn’t like, it’s hard. You can have expensive ads, the best space on the shelf, great technology… and still fail.

Hillary Clinton was likable enough. But to paraphrase Lloyd Bentsen, she’s no Barack Obama.

Clinton’s people couldn’t sell her then. Obama’s people can’t sell her now. No one is warming up in the bullpen – Joe Biden has left to find a cure for Cancer, an easier job than selling candidate Clinton to voters – and the Democratic party is staring down the reality of watching a second Clinton campaign crumble, this time humiliated by a 74 year old self-declared Socialist from Vermont.

We opened with a definition and we close with a quote:

Insanity: doing the same thing over and over again and expecting different results. – Albert Einstein.

Those crazy Clintons. Here they go again.