I caught up tonight with Lucire UK web editor Simone Knol, who has been vacationing in her native New Zealand for the last three weeks (I collected her from the airport). Mon and I got on to the topic of politics (not sure how) and neither of us could remember who the leader of the Conservative Party is. Thatcher, Major, Hague—and our recollection ceased. She may live there, but I have less excuse: I helped the campaign in 1997, and still hold a British passport.
   I assume this is due to Labour taking over much of the Tories’ territory, so much so that the party remains anonymous during the campaign. Ah yes, Michael Howard—it just came to me. Now, who is the current guy? (No need to tell me, for I will Google straight afterwards.) The conclusion: the Conservative brand lacks differentiation, symbolism and communication—not just spin.
   Finding its true origins and reminding people that it can do its traditional areas better is one thing; finding someone transparent enough to counter the spin of the current government is another. A comprehensive environmental policy may be a way to get ahead, taking on some of the socially responsible angles usually handled by Labour.
   Transparency will provide all three elements—the differentiation, symbolism and communication—of the brand, connecting with a more no-nonsense consumer—I mean, voter—of 2009–10. While the Prime Minister, the Rt Hon Tony Blair, can be accused of being a ‘political kleptomaniac’ (John Major’s words), there’s not much Labour can do against a slimmed-down Conservative Party that bands together behind this idea. The trouble is the usual institutionalization that afflicts most political organizations—something that Mr Blair had to confront before he took his party to victory in 1997.

Del.icio.us tags: UK | Conservative Party | Tories | Labour | Tony Blair | politics | campaign | elections | transparency | brand | branding Posted by Jack Yan, 12:10  permalink

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