Last year, as part of our rebrand of the Alliance Party, we delved into their history to discover that they had been ‘Leading Change’ since their formation in 1970. This refocus on their organising principle helped them in some small way to enjoy their best ever performance in local assembly and council elections in May 2011.
So much so that they achieved the biggest vote swing of all the main parties; got eight MLAs elected and as a result, an extra Ministerial post and recorded a 47% increase in local council seats. They are now a political force to be reckoned with and as a result, at their party conference this year, shifted the emphasis subtly from ‘Leading Change’ to ‘Delivering Change’. This is the effect thorough and robust brand strategy can deliver, whether for political parties or fizzy drinks brands. Our latest Party Political Broadcast for Alliance is below. It was aired on the main TV channels just ahead of their recent conference.