Analysis of the Conservative and Labour brands in 2006 and the “psychology of the next election”, which it correctly assumes will be between David Cameron and Gordon Brown. It explores the early “Love Affair with New Labour”, noting that “Thatcher & Blair both achieved iconic status with the electorate.” Where Thatcher’s status was built on “respect. And fear”, Blair’s was “built on novelty. And love.” Brown is identified as a “performer brand”, like BMW and British Airways, while Cameron is a “challenger brand”, like Mini or Apple.
