Haaretz today offers a fascinating interview with two of Netanyahu’s key campaign strategists, Israel Bachar and Kalman Gayer. It’s really worth a read — especially the part about how they overcame Netanyahu’s  reputation as unreliable, dishonest, and mercurial. “In our research,” Gayer says, “focusing on which characteristics lead people to prefer one candidate over another, we found that Tzipi [Livni] had an advantage over Bibi: Her credibility was stronger. By far. As was her judgment.” So instead, they focused on the two areas in which voters felt far better about him than about Tzipi Livni: Security and the economy. The campaign’s key slogan, “Strong on Security. Strong on Economics,” was the product of their research. Read on.