First, he defined his campaign by appealing to JFK, suggesting Brown wasn't that different from 1960s Kennedy: "
However, Brown's best messaging came from the debate right before the election: "...a debate moderator asked him if he was prepared to vote to kill the health care reform bill if he won "Teddy Kennedy's seat." Brown responded, "With all due respect, it's not Kennedy's seat. It's not the Democrats' seat. It's the people's seat."
Very wise moves on Brown's part. Coakley underestimated her opponent, that's for sure.