The Mail on Sunday story based on leaked documents claims that Liberal Democrats are spending large amounts hiring Neil Sherlock (and others ?) to re-brand the party. The graphic above was to illustrate that the party should copy Oxfam. The only thing in common between the two diagrams is the shape. The rather vacuous messages in the balls labelled Vision, Roots and Behaviour convey nothing essential about Liberalism and indeed nothing which would distinguish Liberal Democrats from other parties. I am not up to date with Marketing Management-speak (thank goodness) but perhaps these overpaid gurus will understand when I say NO USP !
Apparently the aim is to position the party as "centre-left". In so far as this phrase has any meaning, it is unhelpful. Voters who do not consider themselves "centre-left" will vote against us, while those who accept this empty nomenclature will vote Labour !
Can we please have a little Liberalism, expressed clearly and without shame or apology ?
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