How the Tories can salvage ‘Brand Boris’

Brand Boris is in trouble. It wasn’t long ago that Boris Johnson could do no wrong, having won his party a thumping majority at the last election. Even when some mishap played out in public – like being stranded on a zip wire or falling in a stream – the public still seemed to love this irrepressible japester. Now Brits are more likely to boo than cheer him. Despite winning a Tory vote of confidence this week, he looks like a bruised and battered boxer who’s just struggled to a narrow points victory. Is there any way for him to rebuild his brand?

The advertising industry has involved itself successfully in politics ever since Saatchi & Saatchi helped propel Margaret Thatcher into Downing Street. Years later, I was part of the team that did the same thing for Tony Blair. 

The strategy of getting Blair into No. 10 was a masterclass in cunning.