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.
Are the pollsters in the clear? Not yet. After the huge defeat in the Westminster elections they will have to prove that they will get better. The London Mayoral election shows a positive advance in a short period of time. However, they will only face the real test in the next UK parliamentary elections. Until then, pollsters have time to improve their methods.