Recent research from Sky’s Online Campaign Team and Who Targets Me has revealed a troubling trend among Conservative candidates leading up to the 1 May election. It seems that the Conservative brand has become so tarnished that many candidates are actively avoiding using it in their campaigns.
The Findings
Out of the 521 Labour and Conservative candidates analyzed, a significant number of Conservative candidates chose not to include any party branding in their adverts. In fact, 38 out of the 41 adverts with no branding at all belonged to Conservative candidates. This is a clear indication that there is a reluctance among some Conservatives to align themselves with the party brand.
The Numbers Speak Volumes
Of the 80 Conservative MPs who did have partial branding in their adverts, a staggering 73% only mentioned the party in the funding disclosure – where it is a legal requirement. This means that the majority of Conservative candidates are opting not to prominently display their party affiliation in their campaign materials.
Even high-profile Conservative figures such as cabinet ministers Johnny Mercer and Grant Shapps, along with former leader Sir Iain Duncan Smith, are shying away from Conservative branding in their campaign adverts. This raises questions about the reputation and perception of the Conservative Party among the public.
The decision to distance themselves from the Conservative brand is exemplified by Johnny Mercer, who completely avoids using Conservative branding in his election leaflets. In a surprising move, Andrea Jenkyns prominently features a picture of herself with Nigel Farage, leader of another party, in her campaign material.
It is important to note that while a significant number of Conservative candidates are avoiding party branding, the majority still choose to use it in their campaign adverts. However, the fact that a substantial minority is choosing to distance themselves from the Conservative brand raises questions about the party’s image and appeal.
The findings of this research highlight a growing trend among Conservative candidates to avoid using party branding in their campaign materials. This raises concerns about the reputation and perception of the Conservative Party among the electorate. It remains to be seen how this branding dilemma will impact the party in the upcoming election.
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