With hopes of shrugging off a lackluster performance in 2010, Republican Charlie Baker’s first steps in his second run for governor of Massachusetts appear to focus on rebranding his tarnished image.

Baker, who announced his anticipated bid Wednesday with the release of a campaign video, touched on losing the women’s vote in 2010 by 24 points, the disappointment felt by friends surrounding his 2010 “Had Enough?” campaign slogan, attacks by Democrats regarding his role in the Big Dig financial plan, and his decision to run again in 2014, amongst other topics, during an interview with the Boston Globe.

Amy, his wife, was also featured in the sit-down at the couple’s Swampscott home on Thursday.

During the interview with Jim O’Sullivan and Frank Phillips, Baker acknowledged he was unaware of Scott Brown’s intention to not run for governor in 2014 until he received a text following a WBZ radio report of Brown’s public announcement.

Baker also told the Globe that he plans to focus his campaign on three key areas: the economy, education and building stronger partnerships between Beacon Hill and local governments.

Regarding the new software services tax, Baker said he would seek to repeal it after criticism from local businesses.

Baker also stated he likely would have vetoed the casino bill Governor Deval Patrick signed in 2011.

Baker said he has already hired several staffers, but has not reached a decision on his campaign manager. Currently, Baker has signed up Doug McAulffie, the producer of his campaign video, and is working with Democratic strategist Will Keyser, formerly the late Senator Ted Kennedy’s top aide.

Below are some of Charlie and Amy Baker’s quotes from their interview with the Globe:

On Democrat allegations that he “bungled” the Big Dig Financial Plan:

“I’m not going to spend a lot of time talking about stuff that happened in the last century.” 

On how he conducted his 2010 campaign:

“I violated all of my own standards and rules for management and leadership.” 

On what he heard from his friends in 2010:

“The guy I knew, I didn’t see him.”

On why he struggled with women voters in 2010:

“[Didn’t] focus enough on my vision for Massachusetts…I believe I’m a real champion for women.” 

Amy Baker on her initial reaction following her husband’s defeat in 2010:

“It was so frustrating. It’s really hard to lose and I think the first thing I wanted was another chance and then I was like, ‘Wait a minute, why would you ever do that again?'”

On his opposition to Cape Wind, the proposed Nantucket Sound wind farm:

“It’s just not an economically viable project.” 

Photos via Boston Globe and WBUR