
A very interesting post today from Tim Montgomerie which reinforces my stated position about how the Tory party brand is beginning to rot in government, and will continue to do so as long as Labour continues to present a moderate and centrist position.
In his long-winding article today he effectively articulated a major structural problem for the Conservatives. Within he is caught by the same problems he identifies; the solutions alas I would suggest too unpalatable for him and many to pursue.
This blog has consistently stated that the Tory party brand is in a very weak position despite its current position in power, which despite one or two recent minor defections of bloggers and commentators, is desperately trying to find appeal to new supporters
Let us identify why they wont succeed:
Two Faced Cameron
Most Conservatives are mistaking current electoral gains with that of the brand. This is a mistake; the brand is not the appeal; it is Cameron. Like all PM’s Cameron will be damaged as the inevitable boredom and leadership monotony damages his style, and when he becomes susceptible to perceived (and perception is everything) poor judgment.
His background is an absolute killer; he is not a striver, ‘a grocers daughter,’ and just as Brown never rid himself of dour, Cameron will never rid himself of elite. His leadership ratings are not stratospheric and as such can be dented by an appealing Labour opponent.
To put it bluntly; the Tory brand is wholly reliant on someone who only has a loose hold on aspiration, and whose career to date is effectively ‘establishment personified.’ He is seen as the vested interest no matter how much white smoke and spin CCHQ can chug out on the term.
Cameron looks like what he represents; a public school boy born to rule. Like it or lump it; you cant change it.
The Stubborn 5%
Too many on the right position New Labour as nothing more than an exercise in branding its own right, but that is a flawed prospectus.
There are 5% of voters the Tories should appeal to; but for the failures in attracting decent candidates and moderating positions have consistently failed to do.
I know they have successfully selected a number of ‘chic-lits’ and ‘football-bell’ types but since the election there has been no visible attempt by the party machine to reform the selection of candidates.
They have to ask why metropolitan, well educated, single, upper-quartile earners [like me] are and were not attracted to the Conservatives; and why my generation and those younger will forever not be.
It is primarily cultural which is a major problem; society has moved on from the socialist;conservative wars of the 1980s; the arguments heard in the Council chamber that we are the USSR incarnate wont work. I was seven when the USSR collapsed and so were a huge number of my peers…
Northern Question
You are still unappealing to huge swathes of the UK - though not North Kent at the moment I acknowledge!
The hilarity of stating Tories will appeal to ‘Northern strivers’ when you target their communities for disproportionate cuts is laughable; these strivers may work in the private sector but many SMEs in the North have supply chains and relatives; they are close-knit communities who sadly have an inherent bias after the brutal and savage way they were treated in the early 1980s.
This is also the case in Scotland and Wales which are a huge voter caucus.
We see the same with other vote caucuses who now do not vote en-masse; you were a homophobic and intolerant party until 2001, with many in your party winning office on the back of hatred; you were happy to jump on anti-immigrant bandwagons up until 2005, but then wonder why you lack appeal to ethnic minorities who only a generation ago were the same people.
The simple truth is that the Conservative Party membership is not moderate, not pleasant and not deserving of responsibility and has played ‘divide and rule’ too many times. The means always justify the ends which means now in office people see you as cold and ruthless; and that type of rootless pursuit of power, though respected by opponents politically, is seen by many for exactly what is.
It is not a prospectus for long-term governing no matter how many researchers in MPs offices salivate in the South East.
Future-proofing
The Tory party is dying, its membership is increasingly aged, increasingly defined as the ‘turnip Taliban’ and increasingly out of touch with the mainstream.
The young Tories who should be the vanguard of the future are, and have always been seen, as dogmatic, cold-hearted and cruel. Many were born into it and really should be as clear away as possible.
Conservative Future is making efforts to campaign effectively but is markedly behind where Labour was in 1999 with the same demographic of talent-pool (hated Major v hated Brown). And the talent-pool will dry up as tuition fee’s bite (I remember 2003/04).
The broken umbrella:
Constantly teased open with the membership because they are a loose collection of economic liberal Tories (who would appeal to people like me but for the other factions), ‘religious’ Conservatives and the little-Englander brigade ( Neo-Thatcherites of her less-important period in her office). These broadly summarise but there are also plenty of other ‘pompously’ self-defined bodies for wannabe’s obsessed with false sense of hierarchy
These are too many men who saw how new Labour destroyed them in the mid-1990s without understanding the values that need to underpin any change.
There is a fundamental inconsistency between economic liberalism and the position of the later two factions who effectively either want 'conservative' values to be paid and lectured to by the state in the former, and those who believe Britain can just turn into a individualist closed shop, for all the good that will do free trade.
Most intelligent people (who vote) now except we live in a global market and are tolerant of other faiths and religions; the constant attack on pluralism (or cultural diversity) and the trite imposition of a mono-culture of what is British (wrapped and branded in the flag) places an undue emphasis on the Conservative-base and its love of flag.
People are always cautious when someone wraps up in any flag and lectures them; look at the rear page of every Tory website to know you do it way too much.
Relentless posturing on extreme bandwagons for the last 15 years; the anti-immigrant bandwagons in 2001 and 2005 have destroyed the perception as the Tories as a tolerant and open party.
The campaign to save the pound gave oxygen to UKIP, who will tease and notch away at the Tory base because you legitimize the position they espouse with candidates (like my own MP) who are happy to play to this rabid 5-6%.
The Progressive wing of the Labour Party will challenge you on economic credibility relentlessly; that vote caucus we know we need to win will slowly seep away; despite the leadership in trust you now hold.
Death by Association
The Association machine leads to candidates appealing to the mass ranks of members who are increasingly out of touch (as above).
Many moderate MPs did not win in 2010 due to the latent success of New Labour as a brand.
Many of these moderates are increasingly looking over their shoulders at membership factions and a threat of de-selection
Labour, in opposition, are all to aware of the moderates and are able to pick at the membership splits.
Associations are wealthy in areas they do not need the money, and are membership and resource light in areas you need to win to maintain office. Alas; unlike Labour reform of the membership system in the Conservative party is too slow.
Labour is able to reform is structures quickly and though it does so at the jest of commentators it does reform the machine quickly and methodically.
The yellow peril
You forget that Labour was at its lowest point in 2010; in 2015 you will be fighting a party which is now polling +35% in every poll and which has gained a million or so former left-leaning Liberal Democrats. Irrespective of whether you appeal to moderate economic centrists like me (which you wont) you will not appeal to those to the left of me who voted Lib Dem. I suspect therefore if you do get a majority in 2015, it will be because of electoral gerrymandering and the collapse of the Lib Dems in the South and South West.
Battle of the Networks
The Tories have lost the battle of Twitter which is dominated by Labour. Obama showed how a grass-roots rebellion to a dogmatic right wing rule can start online; and aside from a few known right wing blogs there is a weakness in the future.
Social networks will become all powerful in ten years time and that is how you will lose; mark my words Twitter has seen the rise and fall of plenty governments and it will allow people to organise against this one as well.
The sole Tory advantages are money, incumbency and a currently popular leader and a machine ability to articulate a narrative from top-to-bottom. All of these are temporal.
The Labour membership meanwhile has changed; purged of the militant they overwhelmingly supported the two most Blairite candidates in the leadership hustings; Labour may or may not have the right leader to win in 2015 (and that is for the electorate to judge) but by goodness the right man with the Labour brand as it is would destroy the Tory right.
Unions of course are not the same as they were in the early-1980s and the public wont respond to the attacks on them, precisely because the power they have is nullified. Some Tory MPs are stupidly close to the Australian-model of politics when the UK has fundamentally changed since the NUM in the 1980s. Most people cant tell you who the majority of the cabinet are on the street; union leaders have even less recognition I would suggest.
They are however a great voice for unifying the left against you and keep the progressive coalition together; so you targeting them; what a moronic self-defeating act of stupidity.
The simple and irrevocable truth though for Tories is that the public are fickle and the floating voter is increasingly not identifying with anyone but least of all the Tory brand. Increasingly influenced by social networks, blogs and twitter which is going to be dominated by the more left-leaning young that you have alienated. The Tory divide and rule tactics of the 1980s dont work anymore and New Labour has attracted, retained and banked a 5% of voters who may have felt inclined to vote Conservative if this were the 1980s.
The solution; dump the religious right, dump the little-Englanders and loony libertarians and fight from the centre as a party. Alas your membership are too bonkers, too divided and too harsh to do it.
And that is why in 2015 or 2020 when the Cameron brand has died and you have survived simply by rigging and gerrymandering the electoral system; you will pick Hague, Hunt or Osborne and you will lose and lose badly.