By Lord Ashcroft
This article first appeared in the Mail on Sunday.
Ten years ago, when I was responsible for the Tories’ private polling as the party’s Deputy Chairman, we often asked voters to choose from a selection of words and pictures those which they most associated with the main parties. The Conservative selection would invariably include a picture of an aristocratic family standing outside an enormous house, and other indications that the party was for the rich and out of touch with ordinary people. Labour’s often featured a fat man lazing on a sofa, usually signifying those who lived this way rather than going to work.
Over the last month I have repeated this exercise – and if a week is a long time in politics, in terms of the party brands the last decade might as well not have happened (more…)