Branding as Governance Strategy

In 1997, the Labour Party won the British elections by a landslide vote change (419 seats of the 650 available seats, 43 percent of the popular vote). Rebranding the Labour Party as “New Labour” and co-branding it with the “Third Way” brand, the party achieved a completely different image with the voters. The brand had been built in 1997 on the promise of change (new way of government) and new ideas for change as described in Chapters 1 and 2.