When you establish your brand and message based on a trait - such as experience - the worst thing you can do is to bring that trait into question. More than anything, this is a great example of coming off message, especially at this point in a political horse race.

While this is a political clip in the middle of a heated campaign, this rule goes for everyone, no matter what your position. Take great care in establishing your message, as it is crucial and as long as you take to create it, it can be ruined in a matter of minutes. Just ask Eliot Spitzer.