Abstract
The extensive branding of the CPC from unification of the party and the rise of Stephen Harper to the disappointing 2015 campaign nonetheless demonstrated a disciplined political marketing of a leader and party that could not rely on popular leader appeals. Andrew Scheer inherited a party in need of a rebranding, but with the looming legacy of the Harper years given that Scheer is from the same wing of the party. In this chapter, the 2019 campaign is considered as a test of Scheer’s leadership and how, as a materialist manager, as opposed to inspirational leader like Trudeau, he was unable to persuade voters in what is arguably an emotive era. The chapter also considers Canada in context to recent US elections and how materialist versus post-materialist values are playing out in campaigns.
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Notes
- 1.
Phillippe J. Fournier “338Canada: The CPC’s social conservative risk” “Macleans.” January 12, 2020. https://www.macleans.ca/politics/ottawa/338canada-the-cpcs-social-conservative-risk/ accessed February 17, 2020.
- 2.
“My Plan” Conservative Party of Canada Ad. https://www.youtube.com/watch?v=pkDEYHLcbo4 accessed February 17, 2020.
- 3.
Ibid.
- 4.
See Nimijean (2017) for an examination of Justin Trudeau and Brand Canada.
- 5.
Alan Freeman “Face it, Conservatives. Picking Scheer was a mistake.” ipolitics.ca Published on Jan 5, 2018 3:50 pm. Accessed February 17, 2020. https://ipolitics.ca/2018/01/05/face-conservatives-picking-scheer-mistake/
- 6.
Sean Boynton. “Trudeau blasts Scheer for not marching in Canadian Pride parades for third straight year”. Global News. August 4, 2019. https://globalnews.ca/news/5726434/trudeau-scheer-pride-parades/ accessed February 17, 2020.
- 7.
Ibid.
- 8.
Gwen Aviles. “Justin Trudeau becomes First Canadian Prime Minister to visit a gay bar.” NBC News July 30, 2019. https://www.nbcnews.com/feature/nbc-out/justin-trudeau-becomes-first-canadian-pm-visit-gay-bar-n1036156
- 9.
- 10.
- 11.
Ibid.
- 12.
Ibid.
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Cosgrove, K.M. (2021). Andrew Scheer and the Post-Harper Conservative Party: Materialist, Post-Materialist and Negative Branding. In: Gillies, J., Raynauld, V., Turcotte, A. (eds) Political Marketing in the 2019 Canadian Federal Election. Palgrave Studies in Political Marketing and Management. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-50281-2_3
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