Brands that get our vote

In an interview following the Conservative Party conference, notable for its cats and bags, I was struck by the PM’s answer when questioned by Jon Snow on the economy. When asked if he, David Cameron, had ever suffered economic hardship himself, the PM referred to his current job and the fact that he was well paid and privileged to do this job.

The question was of course directed at Mr Cameron’s past and his privileged background not his current state of employment. That the PM chose to deftly sidestep the question is telling for two reasons. Firstly it shows us that, like most politicians, the PM is a master of the foxtrot.

Secondly, party politics and dancing aside, it tells us that the conservatives are aware of a potential flaw in the brand Cameron, one that is destined to play an increasingly important role in the party’s ability to deliver a powerful message on the economy.

The conservative’s have chosen to base their economic campaign strategy on austerity, the strap-line ‘We are all in it together’ underscores the message and adds that all important call to action. This key message is in keeping with the conservative brand values which are traditional and lend themselves to a good old fashioned bit of  patriotism; not a bad card to play when times get tough. So far so good.

But is Cameron a believable candidate to deliver this particular strategy? As an old Etonian and member of the Bullingdon Club (ah cruel fate) the answer is probably not. Cameron lacks the provenance to deliver a message that would have him be seen as one of the boys, down in the trenches… ‘austerity let me tell you about austerity my family lived in a… but of course they didn’t and he isn’t. And that’s a problem.

Brands like Johnnie Cupcakes (covered in last months newsletter) go to considerable lengths to ensure that the founder’s story is in keeping with the brands values and the products it delivers. Richard Branson rarely if ever misses the opportunity to show that he, like the brand, (which he is) is youthful adventurous and aspirational. Unlike Branson’s or Johnnie Earle’s past Cameron’s is off limits to the strategists.

When Reebok stepped away from its aerobic heartland to take on Nike’s prowess in the track and field market it failed to win not because it’s products were in anyway inferior to that of its competitor or that it lacked the financial muscle and will power to compete but because it lacked provenance. Ask people what they associate Reebok with and most will say aerobics ask them about Nike and most will say track and field. Who would you buy a pair of running shoes from?

A brand whose strategy and message is not aligned with its history, and the actions that make up that history, is one that will at best lack punch and worst be seen as a fraud.

Why do the polls show Cameron as a lightweight and not really up to the job? Answer: he lacks the provenance to deliver the party’s strategy on austerity. Cameron knows this and so do the strategists which is why he is keen to side step the issue and move the conversation elsewhere.

As is the case with all brands the issue is not what is being said, or even how it is being said, but our (the customers) perception of who is saying it. Consciously or unconsciously voters will always ask the question, do they have the provenance, do we believe them? The famous Monty Python sketch uses this gap between the sayer and what is being said to great comic effect finishing with the punch line, ‘and you try and tell the young people of today that and they won’t believe you.’

Margaret Thatcher could deliver messages about free enterprise and social mobility with power because she was a grocers daughter. When George Bush senior, an east coast wasp, hit the campaign trail he donned a Stetson and a Texan accent. While the rest of us are striving to be upwardly mobile those seeking high office are striving to be downwardly mobile. It’s a funny old world.

For a variety of reasons that go beyond the point of this article many European politicians are increasingly looking out of step with their voters. Thanks to a combination of education and geography, European politicians, will at least for the seeable future, find it much harder to reach for the equivalent of a Stetson and Texan accent.

If Cameron could lay a historical claim to austerity I’m sure he would. But as it stands the current Conservative brand communications strategy is doomed to look more like a sticky wicket than a sticky brand. A grocers daughter he ain’t.

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