“Build Back Better” is a tongue-twister. Biden needs a stronger theme.
Words matter. And when it come to image-building a strong visual presence matters even more.
He needs “photo-ops” that connect directly with voters. Happily playing around in a Hummer is not strong enough.
He must explain more directly the consequences of his opponents’ behaviors… on voting rights, their silence on infrastructure, their behavior on “the border,” etc.
He must repeat the benefits of his infrastructure plan over and over, and not talk so much about its cost.
He must also let events dictate where he must show-up and when to speak out. He appears to be working too much from past experience… and not current realities.
He needs short talking points which he repeats over and over, points that his staff and other democrats can also use.
Polls show the president’s support is fading. These suggestions might help.
Larry D. Lauer 
I agree. The GOP and Trump have out witted the Democrats with creative of political slogans that express views.