Like many brands, most successful political narratives are the ones that are memorable - distinctive, tangible and succinct. Positivity is an optional extra. So is truth as of late. Here we look at the top 10 attempts to establish political brands in Britain in the 21st century. Share your own favourite with a quick poll at the end.
By 2039 more than 1 in 12 people will be 80 or over. This is a considerable segment of the population - yet markets, high streets and commodities in t...
In truth, there have always been favourite areas of the economy favoured and pushed by government. From George Osbourne's backing of self-drive cars, to his financial support for the Graphene Institute - the last government even went as far as to establish the Catapult Programme which specifically singles out half-a-dozen 'pet' areas of the economy for special investment.
As the Prime Minister has said, we simply need to build more homes. Today her government backed up that rhetoric with action, announcing an extra £1.4billion for more affordable homes as well as flexibility over how housing investment is spent.
Philip Hammond's most interesting announcement was the Autumn Statement will be his last as well as his first - the Budget will switch to spring from ...
Theresa May's decisiveness on infrastructure represents a political break from Cameron and Osborne, but her messaging has the same political purpose: Britain will build its way out of trouble, and in doing so, it will make itself great. Low carbon is the best way to be great now, and for the next 50 years. After all, what we build today becomes tomorrow's infrastructure. We really are the builders.
The announcement of the National Living Wage will always be associated with George Osborne. But if its implementation is managed skilfully, it could rank high among Theresa May's lasting achievements.
At the end of a week that has been dominated by Westminster rumour and gossip, Friday saw a major reversal by George Osborne which will have real consequences for millions of people up and down the country... I welcome the Chancellor's u-turn, as I welcome his decision not to impose the threatened punishment austerity budget, but I am angry that it has taken blunders of this magnitude to force him to do what should have been obvious. Labour under Jeremy Corbyn has consistently advocated a different approach. A programme for reducing the government deficit through growth and investment, rather than the cuts which have proved so counter-productive.
A three-point rescue plan to help stop the housing crisis getting worse as a result of a post-Brexit shock, prevent a sharp slowdown in growth and provide some economic certainty. The Bank of England alone can't protect jobs and homes. If the Conservatives politicians can't offer economic leadership, then Labour must.
The pain of a national EU divorce was never going to be comfortable - particularly in the short-term. Nonetheless, fed up with what people viewed as a less than accountable EU, voters were prepared to take that risk. The long break-up has thus begun. Despite my natural caution and concern about the fallout, today I actually feel overwhelmingly optimistic about Britain's future. I also know that isn't where most people right now. Not yet anyway. Many have criticised the lack of planning for this outcome, so here are some thoughts about what Britain should do now in order to prosper in the future.
Despite the turmoil, Parliament must set about the business of passing legislation. And just maybe, after a quiet weekend, the Chancellor may surprise us all. Because one bit of unfinished business, where the UK could act decisively, is on multinationals and the taxes they pay.
Prime Ministers who are primarily administrative in nature often flourish and are good for settled times in our history. But last Thursday's vote means that the United Kingdom now needs the kind of inspirational leadership that very few can actually offer. As David Cameron said, a new heading requires a new captain. That new heading involves sailing through some potentially very choppy waters, so we will need a captain with real character, plenty of foresight and the vision to carry the nation forward.
A fevered referendum has divided Britain and unsettled the world. I've previously criticised the tone of the Remain and Leave campaigns for stoking fear and hate, and we are now living with the consequences of their irresponsibility.
Regardless of whether you chose to leave or remain, after months of campaigning we now know that Britain has voted to leave the EU. We also know that there will be no going back. Love or loathe Cameron and Osborne, for now, they need to stay to fix policy in the short term. Stabilizing the economy and ushering in a few Brexit figures into cabinet should be their first moves. After that, by October, another prime minister will be waiting in the wings ready to take over the reins.
Labour is calling for a vote to remain in Europe at next week's referendum because we believe staying in the European Union offers our people a better future in terms of jobs, investment, rights at work and environmental protection.
Whatever the outcome, entrepreneurial activity will continue to improve the lives of individuals and communities across the country. The government must put policies in place to ensure that our entrepreneurs continue to prosper - In or Out.