The Tories need more than a rebrand

Sean O’Grady’s article is a powerful and realistic assessment of the future, or lack of it, under the Conservative and Unionist parties. Its destruction is, among other things, predicted on the basis of widespread voter awareness and dissatisfaction which is likely to be amplified in the general election by astute tactical voting, a lack of quality and balance in its parliamentary representatives and the proliferation of internal party factions. It is a truism that a house divided against itself cannot stand. The Tory house is now a block of flats and the neighbours don’t get on.

The Conservative Democratic Organisation, a Johnson fan club, moved in last Christmas and wishes its members to have the exclusive rights to elect its own leadership, sidestepping a wider electorate as has occurred in the past. For this to succeed the party must acquire another large working majority in the commons. Thankfully that possibility is remote. The Tory party are downsizing themselves as they have the country. Irrespective of the obvious power that comes with predominantly pro-Tory media, they seem increasingly likely to prove a politically impotent noise. Some products are simply unsellable and this one needs much more than rebranding.

Given the progress being made by the LibDems, for many traditional Tory voters a more natural alternative than Labour, the spectacle of Suella Braverman as leader of the opposition may itself prove unduly optimistic.

David Nelmes Newport

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