I don’t want this article to be particularly political, but want to review the presentation By David Cameron of the Conservative party from a branding and advertising perspective.
Branding is about getting your message across clearly, consistently and most importantly, honestly. It’s an expression I use quite a lot, but the more you advertise a bad product, the faster it will fail. Now we are seeing much more of David Cameron and his policies, it seems that voters don’t quite like what they are seeing.
David Cameron had a very privileged upbringing, there’s no doubt about that and in theory that shouldn’t stop him from understanding the public. It’s his pretence of being ‘down there with the kids’ and struggling like the rest of us that is positioning him as something he isn’t and may be the reason that he has thrown away a huge lead in the polls.
The recent poster campaign for the Tories, presented a picture of David Cameron that was so far removed from the true picture, that it was ridiculed from day one. It was all things airbrushing, that at first, I thought it had to be a spoof.
Here’s the ‘original’, showing a ludicrously airbrushed image of him. He is just presented as too perfect to be ‘one of the people’ quite why he needs the treatment of a Vogue model (albeit done very badly) is beyond me and prompted a response from one of my design peers with a brilliant open forum for people to be able to design their own version of the poster.
I just love this particular one, which is so clunkily comped that it makes a mockery of the ‘original’ image and the message of truth and honesty that it was trying to portray.
If the Tories go on to throw away their lead in the final vote and we end up with a hung Parliament or a Labour victory, this poster campaign will have to take some part of the blame.
In the same way, in 1979, the very famous ‘Labour isn’t working’ poster was credited with having a huge part in winning the General Election for the Tories.
Who says advertising doesn’t have an impact?