by Kevin Meagher
If a general election were called right now, just one in ten voters
would plump for the Liberal Democrats, according to the latest brace of
opinion polls.
That’s not strictly true, though. YouGov’s tracker poll actually has them on eight percent. It is ComRes that has them scaling the dizzying double-digit heights of 10%.
Either way, this state of affairs represents a not insignificant problem
for our deputy prime minister; the first mate on the deck of our ship of state. Unfortunately for him, however, the party he leads is holed below the waterline and is still taking in the wet stuff.
Of course, polls yoyo up and down. But these dreadful numbers are merely a
symptom of the Lib Dems’ essential malady: they simply have no clear purpose any more.
Like their Edwardian counterparts who went the way of the dodo in the early
1900s, they now cease to have what marketing gurus call a USP – Unique Selling Point.
By joining with the Conservatives, they have trashed their brand as Westminster’s good guys. It is an irrecoverable loss. Their identity and independence is shattered. The price of joining with the “nasty” Tories is losing the “nice” party label. There is no splitting the difference on that point. (more…)