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What can politics learn from brands

There is a Gallup poll that has been running in the UK since 1944, which tracks the level of trust in politicians. The most recent iteration of this incredible longitudinal study revealed that our faith in politicians is at an all-time low. Just 5% of people in the UK agree that they have the best interests of the country at heart.

Hopefully everyone reading this would agree that trust in politicians and democracy is worth preserving. So, this begs the question, should political parties behave more like brands? After all, since 1955, 88% of the firms on the Fortune 500 are gone. These companies have either gone bankrupt, merged, or fallen from the list.

If political parties were subjected to the same market forces, it would be self-evident that the political landscape would be radically different to that of 1950’s Britain… but it's not. The same two parties dominate Westminster and though the picture around the edges changes from time to time, our political structure appears more robust and impervious to change.

However, any party that can harness trust from the rock bottom levels they currently occupy, would have a huge advantage and likely convert that into favourable election results.

At The Uncommon View we have developed The Uncommon Method, a unique methodology, which allows us to tap into the subconscious expectations of customers (and voters), to understand how they truly expect their brands and leaders to behave. If you need help unearthing uncommon insights, get in touch at

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