Lib Dem is a very tired brand. Were I still running my marketing company I might well be using Lib Dem as the best available example of ‘brand death’. A massive lift is needed.
I read a comment claiming that the Party should concentrate on selling its current USP: It doesn’t have one. However the Lib Dem message starts off, it comes across as: “We do what the other parties do, but better”.
The party has always, since I first joined in Cambridge in 1960, concentrated more on keeping a few existing members, rather than offending them and recruiting five times as many. That’s not necessarily bad: members don’t win elections. Winning is down to strong and often unique policies, and a charismatic image.
In its present state the party can forget charismatic image. In many areas it’s close to anonymous. Wholehearted commitment rather than luke-warm lip service to Rejoining the EU is probably the most electorally attractive core policy available. For the Lib Dem’s it could be salvation if put at the centre of other policies. It guarantees:
- Policy separation from the other parties. Viz. The missing USP!
- A refuge for millions of Rejoin supporters who are currently disenfranchised.
- Massive publicity focused on the Party bringing it back into the public eye. There would be hatred from the right wing press, but support from others. In this context, there is no such thing as bad publicity. Being reviled by the Sun, the Mail and Farage is all positive. It would mean that once again the Lib Dem’s mattered.
- Near endless policy food. As Brexit damage emerge it would supply the party many additional fists to punch with.
It would be a mistake to assume that SKS will sit on the fence on a permanent basis. Labour is a majority Remain party and will become more so as Brexit damage emerges. Red wall MPs are already giving Johnson a hard time and that’s because they are being hassled by their constituents. It may not be too long before the priority becomes the overall membership and not the crumbling red wall.
The Rejoin option may not be the No 1 political bargain for long. There could soon be competition for customers at which point the party might be criticised for jumping on someone else’s bandwagon”.