We give our politicians a tremendously hard time in this country. Some would say that’s the sign of a healthily functioning democracy - and by and large I’d agree with them.
However, from a marketing perspective, I think you have to give politicians some credit for being leaders in one field, and that’s the area of branding – though not always with a capital B.
It can be argued that Tony Blair was the first politician who used branding consciously - in creating New Labour (with some help from Peter Mandelson, Alastair Campbell and of course, Gordon Brown himself) – successfully repositioning the Labour Party as a centre-left, Third-way and “Big Tent” political force. It can also be argued that this came back to bite him in using spin to try to control every bit of media coverage, and being accused of being all spin and little substance.
Against the background of 10 years of Blair-led New Labour government (suggesting a considerable degree of success of the New Labour brand), the British public are increasingly cynical of the political spin that New Labour came to embody. They want more substance – and who better to give it than Mr Substance himself – Gordon Brown. Gordon doesn’t have the slick presentational skills of his predecessor – and when that’s part of the perceived problem, then why not make a virtue out of it? And so, the shift from spin to substance, Blair to Brown, New Labour back to Labour (or at least a vast reduction in the use of the word “New”) takes place as smooth as you like.
Now, this isn’t being done by people specifying every aspect of "brand strategy" – it is instinctive in politicians who stand for certain values, and know that they will be credible only if those values are reflected in their policies, and ultimately in their delivery. They do know that style is an important cipher in reinforcing the main message, hence the new seriousness of the cabinet, the need for “change” and yet “stability” and so on. The message is incredibly carefully crafted, but it’s based on hard policy and everyone involved faithfully sticks to the script.
But I tell you what – it is a lesson for branding experts and marketers on how to manage all aspects of a brand. Ultimately it will fail if delivery doesn’t match the promise and expectation. Politicians of all hues know this – and Gordon Brown knows best of all.
Comments (2)
Completely agree Martin, but as you say, the process of re-branding (albeit with a small r and b) will stand or fall on the reaction of the Great British Public and the red tops. Interesting times ahead....
Posted by wesley Hackett | July 2, 2007 6:30 PM
Posted on July 2, 2007 18:30
martin,
since getting to know you more, i am learning alot about how to look at politics.
never cared much for it, but as you say, 'politics is just people sorting stuff out together'.
M
Posted by Matt O'Neill | July 6, 2007 2:16 AM
Posted on July 6, 2007 02:16