Election outcome may depend on whether Harris or Trump can rebrand themselves as ‘new’

When Kamala Harris sat down for her first interview as the Democratic presidential nominee, she praised Joe Biden for his intelligence, commitment, judgment and disposition. But twice she used the phrase “turn the page”. And twice she used the phrase “a new way forward”.

This was no accident. US voters are yearning for a shift in direction, with two in three saying the next president should represent a major change from Joe Biden, according to a national poll conducted by the New York Times and Siena College. Yet in November they face a choice between two known quantities: Harris, the sitting vice-president, and Donald Trump, a former president with an inescapable four-year record.

Just 25% of voters think Harris signifies a major change, the poll found, while 56% believe she represents “more of the same”. When it comes to Trump, 51% think he would offer major change, whereas 35% consider him more of the same. Victory in the race for the White House might be decided by which of these quasi-incumbents can rebrand themselves as a breath of fresh air for a weary, divided nation.

Despite the polling, Democrats are convinced that Harris has the momentum. “The American people are looking for not just new faces but a new message,” said Donna Brazile , a former acting chair of the Democratic National Committee. “They’re looking for somebody who can heal our divisions and close our partisan divides. To the extent she’s running on a message of bringing the American people together, it helps her become a change agent.”

Since 1836, just one sitting vice-president , George HW Bush in 1988, has been elected to the White House. Those who tried and failed include Richard Nixon in 1960, Hubert Humphrey in 1968 and Al Gore in 2000. Gore’s decision to distance himself from his popular but scandal-plagued boss, Bill Clinton, may have proved costly in his narrow defeat by George W Bush.

Harris, a former senator, California attorney general and local prosecutor, became the first woman and person of colour to serve as vice-president after Biden selected her as his running mate in the 2020 election. Like most vice-presidents, she gained relatively little public attention for three and a half years.

And when she did, some of the headlines were negative, for example those regarding her role in tackling the root causes of immigration and apparent discontent in her office. Axios reports that of the 47 Harris staff publicly disclosed to the Senate in 2021, only five still worked for her as of this spring.

But after the president’s feeble debate performance against Trump on 27 June, everything changed. Biden bowed to pressure, dropped out of the race and endorsed Harris. The Democratic party quickly rallied around her with a combination of relief and energy bordering on ecstasy.

Speakers at the recent Democratic national convention in Chicago dutifully paid tribute to Biden’s service but then pivoted to looking forward to a new era under Harris. Her acceptance speech , and a biographical video, did not dwell on her vice-presidency but rather introduced her life story as if for the first time.

Brazile, a Democratic strategist, said: “People see don’t see her as vice-president in large part because they rarely see the vice-president as leading the country. But she’s campaigning on a platform that includes bringing people together, ensuring that most Americans can make ends meet.

“Donald Trump is a prisoner of the past. She’s a pioneer of a future. That’s the message that brings people in line with her values versus what he campaigns on every day, which is all about attacks, insults and derogatory statements.”

On the campaign trail, Harris has been walking a political tightrope, embracing her boss’s achievements while keeping his unpopular baggage at arm’s length. Whereas Biden touted jobs and growth numbers, Harris has acknowledged the rising cost of living and proposed a federal ban on grocery price-gouging .

Larry Jacobs , the director of the Center for the Study of Politics and Governance at the University of Minnesota, said: “She wants it both ways. She wants to take credit for the improvement in the economy, the number of jobs, the successes of bringing inflation down. But she doesn’t want to be blamed for voters’ continuing frustration that they’ve been hurt because of inflation.

He added: “She’s been trying to run as the change candidate, which is very strange because the change motif is for the challenger, not the incumbent party.”

The switch from Biden, 81, to 59-year-old Harris instantly removed the Democrats’ biggest vulnerability – age – and weaponised it against Trump who, at 78, is the oldest major party nominee in US history.

At the first debate in June, he came over as more engaged and vital than Biden, who stumbled over answers and stared into the distance with mouth agape. At the next debate on Tuesday, it is Trump whose age will be thrown into sharp relief by a rival nearly two decades younger – who would become the first female president in the country’s 248-year history if she wins.

Related: Prosecutor v felon: US prepares for presidential debate between Harris and Trump

Kurt Bardella , a Democratic strategist, said: “We went from a generic where we had two candidates who were pushing 80, so anytime that you add in a new element and someone who is generationally younger, that’s a change without even having to say a word. The fact that we are going from two old white men to a woman of colour – that screams change. It creates the tangible illustration of past versus future .”

Trump has been wrongfooted by the Democrats’ abrupt change of nominee and still complains bitterly about it. Nicknames such as “Crooked Joe” and “Sleepy Joe”, as well as criticism of alleged Biden family corruption, now ring hollow. He has continued to repeat his false claim that Democrats stole the 2020 election as he makes his third bid for the White House. Still promising to “ Make America great again ”, he has lost the mantle of a disrupter taking on the status quo.

Bardella, a former spokesperson and senior adviser for Republicans on the House oversight committee, added: “Any time that you’re the candidate whose slogan uses the word ‘again’, that doesn’t scream change. That screams going backwards. Clearly voters want something that’s more forward-facing and, frankly, more optimistic as well. I don’t think we can overestimate the tone difference.

“One campaign is saying, it’s a disaster, everything is terrible, America will be destroyed if Kamala Harris is president. The other campaign is saying we can do better, we can be better, our best days lie ahead. It’s much more optimistic and for voters coming out of Covid, January 6, the sense of weariness they have with both Biden and with Trump, that idea of turning the page and having a fresh start is a very appealing sentiment.”

The Trump campaign has unleashed countless attacks tying Harris to Biden’s record on immigration, inflation and the US withdrawal from Afghanistan but with little tangible effect, at least so far. Instead, Harris continues to wear her vice-presidency lightly and cast herself as the candidate of the future.

Whit Ayres , a political consultant and pollster, said: “She’s not pulling it off because of particular policy positions, but her race and gender create an image of change without ever stressing it or mentioning it.

“The idea that a Black, Asian American woman could be president of the United States says change all by itself. That’s how she has created this impression that she is the change candidate in a change election, even though she’s the incumbent vice-president.”

Trump would be wise to contrast his White House record with that of the Biden-Harris administration, Ayres argues. “Emphasising the economy and immigration is an obvious place for him to go. And then painting Harris as a San Francisco liberal – and there are plenty of issue positions that she has taken, in the past at any rate, that allow him to do that. If he could actually focus on that rather than using schoolyard bullying name-calling, he could win the thing.”

Trump represented the shock of the new in 2016, running as an anti-establishment outsider, rattling the foundations of the Republican party and defeating the Democratic stalwart Hillary Clinton . But eight years, four criminal cases and two impeachments later, many Americans say the act has gone stale and the novelty has worn off.

Related: Joy derision: Democrats turn Trump’s deadliest weapon against him

Simon Rosenberg , a Democratic strategist, said: “He feels diminished to me. He feels smaller, less relevant, he’s not breaking through. In part it’s because she’s rising above and talking about where she wants to take the country; she’s not engaging him. He’s using this old formula of creating chaos and fighting with his opponents and she’s not playing, and it’s hurting him.”

He added: “There’s only one Trump. This Trump isn’t working the way it used to and they don’t have a plan B, and the Trump campaign’s in trouble. He’s singing the same songs and they’re not connecting the way they used to. It’s a real problem for him.”

But the latest New York Times and Siena College poll – in which Trump is up by one percentage point at 48% to Harris’s 47% – makes Republicans sceptical of the notion that she has become synonymous with change in the minds of the electorate.

Lanhee Chen , who was the policy director for the 2012 Mitt Romney presidential campaign, said: “There’s no question that if you look at the media narrative, that’s how she’s been framed. But with voters it could be a very different picture. As we get a little bit more data, we’ll be able to get a firmer sense of whether this framing is one that’s taken hold or if it’s just an inside-the-Beltway creation. Hard to say at this point.”