In the last Ontario election, the Liberal brand was toxic. The party wound up with seven seats -- not enough for official party status. This election will be a real test of that brand. Bob Hepburn writes:
Political branding is about how a party is perceived by the public. It’s a feeling or image that voters have of a party.
Importantly, it plays a major role in a party’s efforts to generate a feeling of identity, of being part of a “like-minded community,” for voters. It also helps voters to determine quickly what a party is all about, how it differs from other parties and whether a party’s major positions are generally in line with theirs.
Indeed, political branding is arguably more important in an election than a party’s detailed campaign platform, given that a candidate’s stands on various issues have only a limited impact on whether a person will vote for them or not.
But over the last half dozen years, the brand has taken a hit. And, as this election starts, it's not looking very strong:
Greg Lyle, president of the polling firm Innovative Research, says the current Ontario election is significantly different from previous provincial contests when it comes to branding.
"For the past 20 years, the Ontario Liberals typically enjoyed at least a 10-per-cent lead in brand affinity. Voters felt closer to the Liberals than the PCs,” Lyle said Wednesday in a tweet about his firm’s latest poll. “This election is a virtual tie, thanks to backlash to the federal election.”
Lyle’s polling, conducted between April 27 and May 2, asked people how they think of themselves when it comes to Ontario politics. The survey indicated 29 per cent think of themselves as Liberals, 27 per cent as Conservatives, 17 per cent as independents or as supporting no party, and 13 per cent as New Democrats.
For the Liberals, that’s a sharp drop from before the 2021 federal election, when up to 40 per cent of Ontarians said they thought of themselves as Liberals.
The harsh fact is that the Liberal “brand” has suffered terribly for generations in many parts of Ontario, especially in rural areas. But in recent elections, it has faded even in regions where it was once strong, such as Windsor and Hamilton.
On June 2nd, we'll have a much better idea of how the brand is doing.
Image: The Toronto Star
10 comments:
I think Hepburn is being overly pessimistic about Lib chances.
The NatPo's polling is showing that the "Ontario Liberals are breaking away from a seemingly perpetual two-way tie for second place with the NDP" and gaining ground on the leading PCs. Momentum is important in campaigns and the PCs giving up a 14-point lead going into the election is bad news for them.
Cap
.. ‘Branding’ is a key ‘pet topic’ for me as an artist & student of Media
I likely gave you this interesting link in a previous comment, perhaps not
But the ‘Two’ - ‘Branding & The Attention Industry’ are intrinsically ‘One’
but then again, what about Religion & Politics ?
At what point does it all melt down until it’s recognized as Fiction, Posturing
Make Believe Fantasy - Vote For Us cuz God’s On Our Side eh !
https://www.google.ca/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwjbn87T3cr3AhUSLs0KHekHD3gQFnoECCIQAQ&url=https%3A%2F%2Fwww.vox.com%2Fconversations%2F2016%2F11%2F17%2F13477142%2Ffacebook-twitter-social-media-attention-merchants&usg=AOvVaw3pN0QRj666UjwIyBJXxPf9
It's early days, Cap. But the Liberal Party always seems to rise from its ashes. We'll see what happens.
As your link makes clear, sal, it's all about selling attention.
I have lots of family in Ontario, grew up there and lived much of my adult life there. I was relieved when the Harris/Eves regime ended. But the Libs didn't really fix much, they just stopped the wanton destruction of the civic sphere, which led to more CONs.
Would I like to see the end of Drug Ford? Sure. But, in the long run, does it really matter?
Horgan is better than the Christie-Clark horror show, Notley better than any old Alberta-CON and Jr better than the Harper disaster.
Better? yes on the day to day issues like social welfare.
That said, all are pro-actively failing on the existential issues and making things worse. While the CONs are outright civic vandals, the 'progressives' that replace them remind me of the boy with his finger in the dyke while the sea rises and runs over.
The solemnest electorate, the corporate media and our political leaders are locked in a fatal embrace.
Good Luck!
Ultimately, PoV, politicians deliver less than they promise. Working from that first principle, the choice you make comes down to who will do the least damage.
Unfortunately the antipathy that the opposition has for this election is apparent. No-one other than DoFo wants to be in this election and it shows.
Two questions to be asked - where has DelDuca been since his leadership campaign and what makes Rachel Notley so appealing than Andre Horwath.
Sorry to be so negative but the optics are dreadful and when one considers the early voting system we have adopted a nineteen day campaign isn't going to move people.
The polls suggest that Dougie will win, Ben.
I think that with all the to and fro that we've been subjected during this long and dreary pandemic, complete with the nonsense and fuss over wearing a blood mask to aid in giving all of us some minimal protection (and not even the horror of so many folks losing their lives) it seems that voters can't get up the strength to even argue over another election.
You've probably nailed it, Owen, because I suspect it will be a low voter turnout (why bother) and Doug will make sure his base gets to the polls and he'll be a successful failure for another 4 year term.
Sadly for the people of Ontario, this election will just be another "whatever" and they will soldier on with just trying to survive another day.
At the moment, Lulymay, it looks like that is exactly what will happen. But we have 26 days to go. We'll see what the future holds.
Post a Comment