The Clinton team has added a new message guru, advertising and branding wizard Roy Spence. From ABC News.com:

Spence, 60, a longtime friend of the Clintons, is the quirky Austin-based advertising legend who coined the phrase "Don't Mess With Texas," and developed the Southwest Airlines slogan, "You are now free to move about the country."...

...Spence was active early on in the campaign, but will now take on an even greater role, inputting how to rebrand Clinton's message to voters.

"Hillary wants somebody in there that is going to comprehend what messaging conversations are being had, and how things are being formulated," a Clinton campaign insider told ABC News.