Long before the campaign buttons and bumper stickers, today's presidential candidates must create an outside fundraising committee. And while they aren't always in total control of these groups, the names can be secret decoder rings that explain the central themes of the campaigns they are preparing.
Here's a look at the names of five groups backing 2016 candidates and what they might signal.
Right to Rise
What is it? A leadership PAC and a separate super PAC
Who does it benefit? Former Republican Gov. Jeb Bush of Florida
Where does the name come from? The "right to rise" was coined by a historian to describe President Lincoln's views on economic opportunity. After Rep. Paul Ryan used the phrase, Bush wrote a guest editorial about it in the Wall Street Journal in 2011.
What's it mean? The name is a sign that Bush intends to focus on pocketbook issues for the middle class, which has been stuck with stagnant wages for more than a decade. The fact he embraced the term was also a key tipoff that Ryan was not going to run.
Our American Revival
What is it? A tax-exempt 527 organization
Who does it benefit? Republican Gov. Scott Walker of Wisconsin
Where does the name come from? Walker used the phrase "our American revival" in a recent statement critiquing President Obama's State of the Union speech.
What's it mean? The term "revival" has religious undertones that Walker, a preacher's kid, surely recognizes. It's also a sign he intends to run as a bold, populist counterpoint to Obama's tenure in Washington.
Leadership Matters for America
What is it? A political action committee
Who does it benefit? Republican Gov. Chris Christie of New Jersey
Where does the name come from? Christie used the phrase "leadership matters" during his 2012 keynote speech at the Republican presidential convention for Mitt Romney.
What's it mean? Christie is running on his own personality and leadership style. He intends to highlight his time as governor as well as his brash and sometimes confrontational style to contrast himself with Obama and his Republican opponents.
Stand for Principle
What is it? A super PAC
Who does it benefit? Republican Sen. Ted Cruz of Texas
Where does the name come from? In a 2014 speech before the Conservative Political Action Conference, Cruz argued that Republicans need to "stand for principle" in order to win elections.
What's it mean? Cruz intends to run as the conservative choice among the Republican field, with an orthodoxy at the center of his message that will contrast him against past nominees such as Mitt Romney and John McCain, not to mention current contenders like Christie and Bush.
Ready for Hillary
What is it? A super PAC
Who does it benefit? Former Secretary of State Hillary Clinton
Where does the name come from? The super PAC was formed by Clinton supporters to build lists of grassroots supporters and recruit major donors before she announced a campaign.
What's it mean? The name doesn't portend much about Clinton's campaign, since she didn't choose it, at least not personally. But it does take on a central theme of the emerging Clinton juggernaut—the notion that America is now "ready" for a female president and that it's Clinton's turn after her 2008 primary loss.