The non-Romney/Jeb voters. He needs to build on top of his father's base. My point isn't to debate their credentials as conservatives, but those are the voters he should be most after right now.
Rand is seen by many as a flip flopper and panderer. And in some ways he is and really every politician is. But he is seen by the conservative base as a lesser option, if not a RINO. He is clearly behind Cruz and Carson in their view. That isn't going to cut it, he needs to be right with them seriously competing for their vote.
Even though I am assured by a certain member that Rand doesn't need any advice (especially from the likes of me and other grassroots activists) and that is people have it completely under control, there is a serious messaging problem coming from Rand's team. They definitely have flashes of utter brilliance, and yet in other areas they show complete ineptitude.
Take Cuba for example. Rand allowed himself to be portrayed as a friend of Obama AND Castro. Rubio was able to regain his conservative luster just because he was seen as opposing Obama and Castro. What almost no one knows is that Rand stated on a small radio show that he would be in favor of lifting in the embargo in exchange for free elections. If Rand had presented that view to the public, and made CLEAR distinctions between opening relations and lifting the embargo, then he would have been portrayed far better by conservatives.
I don't expect Rand's team to be able to predict how people react. But they have shown they cannot respond to said reactions.
And don't even get me started on the horrible immigration messaging...