Why do Conservative politicians love Ronseal so much? Theresa May tells today’s Sunday Times that the Ronseal slogan – ‘it does what it says on the tin’ – is her ‘political philosophy’. David Cameron spent years talking about Britain’s yearning for ‘a kind of Ronseal politics’, before describing the Coalition government as operating according to the Ronseal principles.
May’s Ronseal branding seems to suit her better: A.N. Wilson describes her in this week’s magazine as ‘patently boring’. Ronseal’s slogan was developed as an acknowledgement that it was competing against fancier brands in a crowded market, which isn’t May’s problem. But she has always styled herself as a woman who gets things done.
Does the Ronseal brand really fit with May’s policies? Today the Tories are trailing manifesto pledges on council house building, while last week they promised more mental healthcare workers.
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