Election implications for brands

Even if you were lucky enough to enjoy an even longer Easter break than most, Tuesday’s unexpected news might have caught your attention. The government wants a general election.

Election implications for brands

Already the many competing theories abound on why the election has been announced now. And even given the current favourable poll numbers, the decision must still be considered a gamble.

Realistically, how strong are party lines with the electorate in 2017? Not even 12 months ago, cities, towns and villages were split on the Brexit vote, and in the end so was the UK. With EU negotiations yet to start, how much of an issue will it be this time round?

Whilst most policy is set at a national level, cultural and local issues can have a real effect on the constituency vote. Usually the upset is limited to a handful of seats, giving newscasters at least a few good minutes of genuinely exciting footage as a cabinet minister or shadow front bencher stands on the podium glumly realising they should have written two speeches. This time, the effects could be much more significant and unpredictable.

The announcement took a lot of people by surprise, and not just in the opposition camps. The political parties are, as I write this, scrambling to assemble election teams, work out their positioning, write manifestos, encourage donors and find an available bus in the right colour! But without the right strategy for their party – and their brand – the activations will mean very little.

For any brand, change is the only constant. Regardless of sector, brands need to be thinking strategically about the current landscape and future planning – where are you now, and where do you want to get to? What does success look like, and how are you going to get there?

When it comes to helping us make a choice on 8th June, let’s hope that parties of all persuasions have worked out exactly what they mean to say, what they are offering, and why we should trust them with our vote.

The greatest successes come out of challenging times. At The Leading Edge, we help brands reassess what matters to them, solving big problems, gaining market share and building loyalty.

If, just like the PM, you have a big, ugly challenge that's sitting on your to do list - you know, the really tricky one that keeps you awake at night? That's the one you need to tackle to move you to a better place.

For any brand, change is the only constant. Regardless of sector, brands need to be thinking strategically about the current landscape and future planning.

When it comes to helping us make a choice on 8th June, let’s hope that parties of all persuasions have worked out exactly what they mean to say, what they are offering, and why we should trust them with our vote.

The greatest successes come out of challenging times. At The Leading Edge, we help brands reassess what matters to them, solving big problems, gaining market share and building loyalty.

If, just like the PM, you have a big, ugly challenge that's sitting on your to do list - you know, the really tricky one that keeps you awake at night? That's the one you need to tackle to move you to a better place.

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