There is a television commercial running at this time that is starting to grate. It begins with a totally unconnected part that has something to do with a dry cleaning shop. It abruptly cuts to a shot of New Democrat Leader Thomas Mulcair in what appears to be a coffee shop. Not a Tim’s! It could be anywhere.
And then this stuffy little man tells us that he was brought up with middle class values. What exactly he means by middle class is not clear.
But if that is the run-up to the fall election by the New Democrats, that gentleman and his party are in trouble. That is worse than the mistake Andrea Horwath made in the 2014 general election in Ontario. The provincial NDP leader forgot about being a New Democrat and tried to directly challenge the Liberals and handed a majority government to Premier Wynne.
First of all for Mulcair to come into the federal election fray using Justin Trudeau’s well worn line about the middle class is nothing but “me too!” You would think he would come out fighting for the 99 Per Cent and one-up the Liberals. For God’s sake, the guy does not even look middle class. He looks like a boring civil servant.
Mulcair’s mistake in the commercial is a classic error in branding. While there are some arguments from researchers at Leger Marketing about this, he is confusing the marketplace. For him to try to slug it out with Justin Trudeau on the Liberal leader’s turf is stupid. His orange party brand still has to be distinctive. It has to have mass appeal and strike a chord with the voters.
And he can hardly assume that the Conservatives are going to destroy Trudeau and leave him alone. He’s next. And Thomas Mulcair is no Jack Layton. Jack was the common man. Maitre Mulcair is a man far to full of himself. You can never forget that Jack Layton won those Quebec seats in the last two weeks of the 2011 federal election. There was no time for either the Conservatives or the Liberals to change the aim of their guns. And it helped the Conservatives win a majority so they did not care.
Thomas Mulcair’s New Democrats have to re-invent themselves. They have to decide what they want to be when they grow up. They cannot continue to stand with one foot in the unions and the other in small business. They come across as conflicted and the voter feels no affinity.
-30-
Copyright 2015 © Peter Lowry
Complaints, comments, criticisms and compliments can be sent to [email protected]