Abstract
The Duality of Boris Johnson’s Political Brand Identity
By Dr. Christopher Pich
Nottingham Business School, Nottingham Trent University, UK
This article was originally published on “The Conversation” June 26, 2020.
Boris Johnson has had a tricky time as UK prime minister of late. He faces criticism that he has mishandled the national response to the coronavirus crisis, leading to public confusion and a very high death toll. I would argue that part of Johnson’s struggle stems from his political brand. He has been successful as a politician by projecting a certain image to the public. But now, in a moment of extreme pressure, that image does not provide the reassurances the public needs. Johnson has spent recent months attempting to pivot towards a new political brand, but he hasn’t made it all the way there. Now, what is left is a confusing mixture of brands—leaving the British public uncertain of what to expect from the prime minister, and perhaps even the prime minister himself uncertain of how to act. Every politician has a political brand identity. They may not care to accept this proposition or agree with the terminology, but they do. For centuries, they have attempted to create, develop, and manage a desired position that represents “what they stand for.” The hope is that this will then resonate with the electorate and win them office.
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Notes
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Through a combination of an ageing population, improved diagnosis and treatment, and changing lifestyles. Indeed today, the figure already stands at 2.5 m.
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Including doctors, radiographers, dietitians, occupational therapists, and more.
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Through individual spontaneous giving, direct debits, legacy giving, and participation in fundraising events like “World’s biggest coffee morning,” as well as through corporate fundraising.
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This isn’t just nice to have. In the changing care world outlined above, cancer support needs to be something provided by friends, neighbours, colleagues, family, and concerned strangers, as much as by healthcare professionals.
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Our target for most metrics is against those “Affected” by cancer. We also track among those “Unaffected” and “Diagnosed.”
As a broad rule, most measures broadly follow the same pattern, with lower scores for “Unaffected,” and higher scores for “Diagnosed.” The “Affected” audience is judged to be the best proxy for overall success, since it is a reasonably broad target (there are around 17 m people in the UK affected by cancer in some way).
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Due to budget restrictions we don’t track every single competitor TV ad, but we believe we have covered a reflective spread.
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The spike in H2 2014 was driven by Tee bucket challenge.
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All data source: Macmillan internal data.
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All financial support data: Macmillan annual reports and internal data.
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Source: World Health Organisation http://whqlibdoc.who.int/publications/2004/9241562609.pdf.
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Source: Nielsen ratecard data 2014.
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Source: Fatal and serious injury speed-related crashes. Source: Ministry of Transport road crash statistics.
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Source: Ministry of Transport Speed Survey, open road car speeds 1996–2013.
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Source: Ministry of Transport speed survey.
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Source: Ministry of Transport speed survey.
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Source: IPSOS Road Tracking survey.
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Source: Glasshouse Road Tracking survey 2000–2013.
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Source: World Health Organisation http://whqlibdoc.who.int/publications/2004/9241562609.pdf.
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Source: Ministry of Transport speed survey.
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Source: Glasshouse Consulting roadtrack reports and Agency/Client KPI reports: 2005–2015.
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Source: Safer Journeys consultation report, Agency qualitative research and Media monitoring.
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Source: Glasshouse Consulting: Historic correlation between free recall of message and exposure via billboards when run in parallel to TV.
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Source: Ministry of Transport speed survey.
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Source: Ministry of Transport: reported injury crashes 2014.
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Source: Statistics NZ.
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Source: NZ Transport Agency vehicle volume.
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Source: Glasshouse Consulting road safety tracking reports, 2014. This is a weekly monitor.
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Source: One News report, January 9, 2014.
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Source: Glasshouse Consulting road safety tracking, Ql 2014.
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Source: Ministry of Transport—Social Cost of Road Crashes.
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Source: NZ Police enforcement statistics.
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All amounts are expressed in Australian dollars.
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Swimming Pool and Spa Equipment Stores Market Research Report, IBIS World—July 2015.
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Australian real housing indices 2Q86-2Q15—Variant Perception.
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IMF Global Housing Index 2014.
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Australian household debt 1980–2015—Variant Perception.
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Google Trends Data—2013–2015 Key Word: Pool Builder.
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Count of competitors per Narellan’s 49 regions aggregated into brands and estimated market share.
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Consumer Price Index 2012–2015, Reserve Bank of Australia, January 2016.
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Agency Research.
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Media spend excluding GST.
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Source: Data2Decisions econometrics, cited in IPA 2016, “An Effectiveness Story Made of More.”
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The Celtic Tiger was a period of unprecedented economic growth in Ireland. It began around 1995 and ensured Ireland at one point became one of the wealthiest countries in Europe. This came to a dramatic end in 2008 and the effects are still being felt today.
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Source: Diageo.
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Source: Kantar Millward Brown; Nielsen, 2016.
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Source: Nielsen, 2016.
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The Sapeurs, “The Society of the Elegant Persons of the Congo,” are a real group of men who are ordinary people by day, but by night dress to the nines in flamboyant suits, coming together to bring joy to their community.
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John Hammond stood alone in New York against the practice of segregating black and white musicians and audiences. He discovered and brought the likes of Billie Holiday, Count Basie, and Benny Goodman to world attention—names that went on to help write the history of twentieth-century music.
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That’s 20 best actor, actress, supporting actor, and supporting actress candidates in Sunday’s telecast, with zero people of colour.
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The Creative Summits provided an interactive platform to tell the Hammond story and drive depth and relevancy, with authentic representations of creative bravery in popular culture.
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This has been magnified by social, political, and continued economic unrest in western countries, and particularly GB and Ireland.
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Our econometric analysis is completed by Data2Decisions at the end of our financial year, every year, which runs from June to July. We will receive the next wave of data in August 2018.
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All of these statements are backed by Nielsen data, Kantar Millward Brown data, and Data2Decisions.
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Source: Diageo.
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Of the nine million on YouTube, 700,000 were purely organic. Source: Carat Media Agency.
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Source: Freuds PR & WH PR.
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The second independent research source is Millward Brown who reported that 77% of people felt that the campaign demonstrated that “Guinness really understand rugby.”
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Source: Carat Media Agency.
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Source: Carat Media Agency.
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Carat Media Agency.
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Our pre-“Made of more” ROI was only £0.01 higher than the category average.
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Kitchen, P.J., Tourky, M.E. (2022). Case Studies. In: Integrated Marketing Communications. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-76416-6_12
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