Every good political campaign has a motif, from President Obama's "hope" to John McCain's "maverick."
Mitt Romney's brand is still taking shape, yet one word finds its way into nearly every speech he gives.
"I want to restore America to our founding principles," the former Massachusetts governor said in Iowa.
"We'll restore those principles to this great country," he told a crowd in New Hampshire.
"I don't want to transform America into something we are not, I want to restore America," he said in South Carolina.