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Christy Clark is fine with pursuing a new name for her party. Good idea?
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"Fear of a name increases fear of the thing itself." -- J.K. Rowling, Harry Potter and the Sorcerer's Stone
"We should be considering and actively debating a name change in our party, and I'm glad we're doing it," Premier Christy Clark said last week. "I think we need to have a name for our party that's as inclusive as possible."
But if the BC Liberals do pick a new name they will be breaking new ground.
I can find no record in the last 50 years of a Canadian political party in power for over a decade changing its name before if faced an election.
The only major rebranding for a governing party came when the Saskatchewan Cooperative Commonwealth Federation or CCF became the New Democratic Party while ruling that province in 1961.
But that name change came when the CCF and the Canadian Labour Congress created a new national party called the NDP -- and every provincial CCF wing followed suit -- not because the Saskatchewan government desperately needed an identity change. And in fact, they lost the next election under the NDP banner.
Clark should consider the example of famous brand names like Maple Leaf Foods, Tylenol and Jack in the Box.
These companies all suffered international bad publicity after poisoning deaths but you can still buy their sliced meats, pop their pills or enjoy their hamburgers -- and millions do.
Throwing out a recognized and well-established trademark is at best a risky move and at worst, devastating.
Listen to a branding expert
Global brand research agency Millward Brown has some words of warning for anyone considering a name change.
"In our experience, many brands see an immediate five to 20 per cent decline in sales, and can take years to restore levels, while others are negatively affected only in the short term," Millward Brown states online.
"Name changes often result in a drop in sales, but when the process is done well, sales can hold steady. However, if a poor strategy is followed, a name change puts the brand at risk of losing equity, consumer loyalty and ultimately market share," remarks the company that works with 90 per cent of the world's top 100 brands.
But the brand name problem for the BC Liberals is two-fold -- the 2013 election is definitely in the short term -- and they don't want to "hold steady" or just restore levels back to the 23 per cent voter support they have now, before a name change. They want to double that back to the 46 per cent they took to win the 2009 election!
So the BC Liberal Party is entering new and uncharted territory -- and potentially great political danger in ditching a brand name that successfully won three consecutive elections and almost a fourth between 1996 and 2009.
Dwindling market share
The reasons why Clark is thinking of switching rather than fighting are clear -- the B.C. Liberals are badly losing their market share of voters to competitors.
Their latest grim news came from a Forum Research poll released May 3 that shows the BC NDP at 48 per cent support versus the BC Liberals at 23 per cent and BC Conservatives at 18 per cent.
The NDP gained two per cent since Forum's last poll in April, while the Liberals stayed the same and the Conservatives dropped five per cent,
More ominously, that means the "vote splitting" argument used by Clark against the Conservatives -- that voting for the party led by John Cummins will only ensure an NDP victory -- isn't actually happening.
In fact, some of the Conservative support has bled to the NDP, not the Liberals, perhaps indicating that voters primarily want to be rid of Clark's crew, "free enterprise coalition" be damned.
That's reiterated by results showing that while 59 per cent of Liberal backers want the party to merge with the Conservatives to prevent an NDP victory, just 27 per cent of Conservatives agree.
And the poll also shows that less than one quarter of remaining BC Liberal supporters think the party should change its name before the next election.
(Ironically, a Liberal-Conservative coalition government ruled British Columbia from 1941 to 1951, before it fell apart and was replaced by W.A.C. Bennett's upstart Social Credit Party for the next 20 years.)
Forum's results indicate that while 64 per cent of NDP supporters are "very enthusiastic" about voting for the party, just 35 per cent of BC Liberals feel that way.
The Coco Pops factor
The BC Liberals may want to consider the cautionary tale of Kellogg's Coco Pops cereal in England before making the fateful decision to change names.
As explained by Millward Brown, killing an established brand name can be deadly for sales.
"Some newly named brands are not picked up on or are over looked, while some are flat-out rejected by consumers. Coco Pops, a Kellogg's cereal brand in the U.K., changed its name after 28 years for global consistency, a decision that resulted in equity and market share declines along with strong public protest."
"Kellogg's responded with a television campaign that gave kids the opportunity to vote on which name they preferred -- 90 per cent chose the original name."
"The company listened and changed the cereal back to its original name. Sales increased 20 per cent over the next year," Millward Brown reports.
So changing the BC Liberal name less than a year before the election may be the biggest mistake of all for a party increasingly known for doing the wrong thing. ![[Tyee]](http://thetyee.cachefly.net/ui/img/ico_fishie.png){kind=small}
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Steve Hetherington
1 year ago
name change??
Wow---At long last Christy Campbell finally comes up with a good idea.That's it Christy,change the name.Pick something pretty now darling----something that drips off the tongue like honey.When your party slipped in the HST you were wise not to call it the"up your ass tax" or the "i'm going to stab you in the back tax"-----not even the"I lied to your face tax"The leader of the band was carefull with his choice of names because he knew we were a gentle and understanding bunch here in B.C. and after much thought----say maybe 10 minutes he came up with the term "Harmony".Now in my Dictionary it tells me that "Harmony"means; a combination of simultaneously sounded musical notes to produce a pleasing effect.WOW--well done Gorden and Stephen.What sick sort of the voting public would not want something so positive.I can fully understand why you Christy are so slow to recind it.I think you should use the name"Harmony" somehow in your new and improved Party name---"The Harmony Corporate Ass kissers"
"The Harmony band of thieves and Liers"
"The Harmony Harper Choir" geeeze I like that one Christy-----I want royalties if you use it K---K
Now really Christy---EDITED FOR CRUDE COMMENTS -- PLEASE REVIEW COMMENTING GUIDELINES -- TYEE MODERATOR if you actually believe that a name change will be your lifeboat.I understand you are drowning and must grab something quick,but by changing your name you are grabbing a brick.We as a province have no doubt been somewhat foolish in putting up with your lies and corruption for as long as we have but if you think you can fool us with a name change you really should get yourself in to see a good doctor(you may have to go out of province)
Christy,Christy,Christy---change your name if you wish---please do not do it on our dime.No matter what you do my dear you are finished---done---finito.You had such a great chance to shine and bring your party back from the Gorden sespool.You could have kept you word with HST---the BC rail give-away---so many things you could have done "for" the people here but you instead did it "to" the people.
What will you tell your son Christy?
freebear
1 year ago
The Lipsticked Pig Party!
You can dress it up all you want Premier (not for long) Clark, but is still the same bunch of cronies!
kasi_visvanath
1 year ago
a shit fly
a shit fly by any other name is still just as disgusting to behold...
the B.C. Liberals have NEVER been "liberal" except in their adulation of the Chamber of Commerce and its members....
it doesn't matter what name they choose, because they'll still be the Fascist Corporatist party...in fact maybe that's the name they should choose...the "Fascist Corporatist Party"....that would truthfully describe who and what they are and do....
rlbolin
1 year ago
BC Liberal Brand
Perhaps someone can explain to me why the BC Liberals are allowed to use the Liberal label. If I were to call my restaurant McDonald's, I would be in court the next day. I have never understood how they can get away with using the Liberal brand, since it has been pretty easy to see by their actions that they are failed conservatives passing under a false flag.
Luck
1 year ago
BRANDS AND LIEBEL PARTY THINGS....................
BRANDS AND LIEBEL PARTY THINGS..............
AGAIN FOCUS ON THE PEOPLE YOU ALL REPRESENT OR PERPORT TO DO AND DO THE RIGHT THINGS,
READ YOUR MEMBERSHIP CONSTITUTION IF YOU CAN FIND IT
AND YOU WON'T HAVE TO CHANGE NAMES.
SO SIMPLE IT IS IMPOSSIBLE TO DO CAUSE THE LIEBEL PARTY NEEDS TO CHANGE MEMBERS,
THAT IS THE MAJOR PROBLEM FROM WHAT PEOPLE ARE SAYING.
FIRE EVERYONE AND START OVER
CHRISTY WE KNOW YOU READ TYEE HOW ABOUT A COMMENT OR TWO.
Troutsky
1 year ago
SNORT
Reading between the lines, I for see the "Cuckoo for Coco Puffs Party" leading the polls in the near future:
Mmmmmmmm, coco puffs.
Van Isle
1 year ago
Here's some suggestions; How
Here's some suggestions; How about the Conservative-Liberal Party, or the Social Credit Party, or the Coalition Party (Steve would like that one, it's his favourite choice)
Jim Rosgen
1 year ago
Liberal name change
And the rally cry for the renamed party will be....."We're no worse than the old guys!"
Pender Island Codger
1 year ago
@ Kasi
You are SO spot on! I have thought of these people as fascists, neo-cons, corporate toadies, inveterate liars, heartless opportunists and losers. Hard to make name out of all that!
But FCP, or maybe FCPC --the Fascist Corporatist Party of Canada -- fairly leaps off the page. Fact and image all wrapped in four small nouns!!!
Skywalker
1 year ago
A name that is inclusive?
Sorry but that is plain stupid. It isn't the name that determines whether it is inclusive, it is the party actions when it is in government. Call yourselves the BC Taxpayers Party but if the actions only favour 1 percent of the population, it means nothing because it will be interpreted as BC Toilet Paper.
It is too damn late for a name change. It looks like an act of desperation. Almost everyone I run into wants to see this bunch of crooks gone and changing the name won't sound any more inclusive.
Steve Hetherington
1 year ago
Van mistaken
Sorry Van,I do not have a favourite choice.As I have said in the past(many times)I feel wether
lib/cons/or ndp-they are all corrupt or corruptable.Just the rumours of a coalition proves that.I for one would never trust a party that would crawl in bed with the libs.Our problem is not a party problem---it is a government problem.The public need to regain a voice in the goings on with our affairs.Any of these parties will tell us anything to get our vote,and as the past proves it will be lies.
Just look at what Gorden/Christy has done to us and then look at how silent the so-called opposition has been in most cases.For any party that is willing to join forces with the Libs is pretty scarey.We need to somehow regain control regardless of who is in power---elections at this point means little
Skywalker
1 year ago
Steve
I do agree with you especially on your comment "and then look at how silent the so-called opposition has been in most cases". It certainly has been frustrating at times not knowing where they stand and which policies will be changed or reversed in their first 6 months of office. A few posters from the liberals have commented on that because they are looking for a diversion from the failings of Christy and the liberals. It may even be too soon for that but if all the NDP expects to do is sit back and watch the liberals implode you are justified in worrying a bit about how far to the center they have moved to gain acceptance and be more inclusive. Many of the caucus are not progressive or social democrats at all but opportunistic mushy moderates or even greens.
RickW
1 year ago
How about......
......the "Anyone Except Socialists" Party? After all, it IS their mantra.....
morechatter
1 year ago
The Gimmies
It rather fits the party that lines it pockets while sending others to jail for making a similar request. Christie has a change of heart and puts her own intersts first as families are being put further on the back burner of things never to do. The Gimmies is what comes to mind with the belief the Gimmies are going to learn a little respect as voters teach them a big lesson and the party gets what it gives.
morechatter
1 year ago
majority governments
Leave the people without little say because opposition has no say. Party Members speak out and are ignored along with the people so what are you talking about what do you expect the party to do when you have media with its little pages of Liberals they love the NDP not so much? You are giving the NDP all the blame but not of the authority to do anything about it and that is a thankless job.
Luck
1 year ago
LIBERALS NEWS
IS THERE ANY TRUTH THAT CHRISTY AND THE PARTY IS SPLITTING SHEETS.
IT SEEMS IN THE NEWS THAT SHE HAS GONE DOWN IN THE POPULARITY OF THE POLLS AND IT SEEMS IN HER PARTY ALSO.
WHO WOULD REPLACE HER?
rantnic
1 year ago
THE LIBERATS
With Christy at the helm and the new name "LIBRATS" no one would blame them for fleeing the sinking ship. After all is that not what rats do?
frank2
1 year ago
How about "FBC Party" --
How about "FBC Party" -- Family British Columbia Party
Cynic
1 year ago
Or the DCP Party: the Defend
Or the DCP Party: the Defend Capitalist Pigism Party.
Here's an anti-capitalist poster from 1911: http://en.wikipedia.org/wiki/File:Anti-capitalism_color.jpg
North of Hope
1 year ago
What about...?
What about the Anybody Rather Socialists Eh? The ARSE Party - I think it fits.
MEW
1 year ago
How about
the Business Council Party or maybe the Howe Street Bullies Party.
MEW
1 year ago
Re: BC Liberal Brand
They call themselves the BC Liberal Party because after the other Gordon's success Howe Street bought out the franchise and installed new managers.
bob1964
1 year ago
It probably is time for a new
It probably is time for a new party to arise out of the combination of the libs and cons. With the polls showing that a large percentage of BC doesn't want them governing (and we all remember how bad the NDP ran things in the 90's), maybe it is time for a new option for the people of BC.
Steve Hetherington
1 year ago
Bob's view
Bob---with all due respect,What in Gods name makes you believe a Lib/Con marriage is in any way a new option?
That sort of thinking scares the hell out of me.
WAKE UP folks-----it is NOT a party problem.It is a government problem.You must be aware what you get when you put 2 bad apples in the same barrel.A coalition by these assholes only confirms that they will do anything to have power.They are NOT joining forces to help us but rather help themselves.
Again Bob----please rethink.
jimmmmy
1 year ago
A tiresome article
Using christo -capitalist terms to describe political moves , how droll.
cyberclark
1 year ago
Liberals are extreme Conservatives flying a false Liberal Flag.
The BC Liberals have not made a move without checking it first with the Extreme despots, the Alberta Conservatives!
Several years ago they endorsed and planned policies one on one with the US Republicans which is as far right as you want to see.
They formed the Pacific North West club in the US away from disclosure rules. Although it is a private political club it is funded by the various provincial Governments which in this case, I think is wrong.
http://albertathedetails.blogspot.com/2011/04/canada-health-care-what-are-legitimate.html
Pushing private school systems to the fore front ahead of public schools is only the latest run.
Bulk water exports of BC rivers is all planned, ready to go with the private sector operating it. The alternative would be for the Government to hold all the titles and collect export profits into the Government pockets which, the so called Liberal Government is not going to go along with.
We have elected Harper and his crew on the national theater. We now have a prime minister who has on several occasions voiced his absolute displeasure with Canada and Canadian system.
Enforce his will with a Christie/Republican Government (There's a name) and we have the makings of an absolute disaster.
cyberclark
1 year ago
Liberals are extreme Conservatives flying a false Liberal Flag 2
http://albertathedetails.blogspot.com/2010/12/canada-is-under-seige-from-within.html
Is the correct link; sorry about that!
John
Frank
1 year ago
Hmm
I vote for the JFPV, The Jock Finlayson Political Vehicle. After all, him and his friends bankroll the party. Or the BoTP, the Board of Trade Party.
mmphosis
1 year ago
Neoliberal Devolution Party
Neoliberal Devolution Party (N.D.P.) and changes her first name to Glen
Lawrence
1 year ago
BC Party
They can't change out Crispy because that would look cowardly.
They will pick something perky, BC Party would be good or BC coalition Party, everyone likes a coalition.
The MSM will back them to the hilt.
You can fool some of the people all of the time.
This is why the NDP brass should be telling it's membership to read The Tyee because the good people of BC will be subject to a blizzard of lies until the next election.
rantnic
1 year ago
YOU WERN'T LISTENING
Harper and his main stream media repeated over and over again that " The worst possible thing for Canada would be a coalition government."
Why would the provincial "Liberats" or "BC Party" or "BC coalition Party", now be acceptable to an already brainwashed public.
Coalition is a dirty word to the politiques as it stands for democracy and flies in the face of our "Party Partisan Back Room Boys".
Lawrence
1 year ago
Oh yeah,
Harper doesn't want a Federal Liberal-NDP coalition, because that would stop him screwing up our country.
If a coalition would get him into power instead of out of it, he would be fine with the idea.