Lib Dems call in 'brand advisers'
Sunday 27 November 2011
Deputy Prime Minister Nick Clegg has been advised to take a leaf of Oxfam's book in a bid to win back voters who have deserted the Liberal Democrats.
The party has hired "brand advisers" in an effort to revive their flagging electoral fortunes, according to leaked documents obtained by The Mail on Sunday.
They were said to have suggested a less principled approach to campaigning - once a "strategic, long-term brand model" had been devised, the party should develop "shorter-term themes, straplines and soundbites" to "support short-term political expediency".
The advisers also recommended that the party creates an "inspirational vision that directs evolution of the brand", such as "to create the most innovative and socially mobile nation".
They used the example of the charity Oxfam on the grounds that it has a clear vision to "end world poverty and suffering".
A Lib Dem spokesman denied that the the decision to bring in outside advisers was a panic measure in the face of falling poll rating.
"There is no question of panic. This is work that has been going on for some months," the spokesman said.
"There is a general recognition that we need to work harder to get our message across. It is no secret that we have been conducting this exercise. It is part of the process of transition from being the third party."
- 1 Howard Jacobson: Let's see the 'criticism' of Israel for what it really is
- 3 Belgium fan Axelle Despiegelaere lands L'Oreal campaign after World Cup viral photo
- 4 Britney Spears sings 'Alien' without Auto-Tune in embarrassing leaked audio clip
- 5 PornHub begs users to stop uploading video clips of Brazil getting beaten 7-1
Instagram of US airport security chiefs: Lipstick knives and IED training kits among items seized
Game of Thrones author George RR Martin says 'f*** you' to fans who fear he will die before finishing Westeros saga
Mick Jagger denies being World Cup curse and reason for Brazil’s embarrassing defeat
Israel-Gaza crisis: ‘We just want it to end… We don’t deserve to live like this’
Israel-Gaza crisis: Eight killed in Gaza Strip cafe while watching World Cup semi-final
Sustained immigration has not harmed Britons' employment, say government advisers
Australia facing international condemnation after turning around Sri Lankans at sea
7/7 memorial defaced on anniversary of 2005 attacks with ‘Blair lied thousands died’ graffiti
Even when it brutalises one of its own teenage citizens, America is helpless against Israel
Socialist Worker called to apologise over ‘vile’ article saying Eton schoolboy Horatio Chapple's death is ‘reason to save the polar bears’
There’s a nasty smell in the political air – and it’s coming from the Tories
£15000 - £16800 Per Annum Plus excellent benefits: Clearwater People Solutions...
competitive: Progressive Recruitment: A key client in the East Midlands are re...
£21000 - £31000 per day: Randstad Education Chelmsford: The JobWe are looking ...
£90 - £120 per day: Randstad Education Chelmsford: The Job...Due to continued ...