The problem with political brands

Andrew Curry

This article examines the reasons why branding has not been successful for Britain's political parties and argues that branding has limits when it is associated with identity, rather than consumption.

The problem with political brands

Andrew CurryThe Futures Company

It is commonplace today to use the term 'brand' to apply to almost anything from corn flakes to the Royal Family, including nations, media and political parties. Yet, political parties are different. Branding, he argues, has limits when it is associated with identity rather than consumption.

The shift away from membership-based political parties is one of the deep trends of the late 20th century. The same story can be seen right across Europe.

Watching the Conservative Party flailing around, trying first to look like a government, then adopting the populist...

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