With the Wildrose Alliance riding high in the polls and their nearest competition tied for second place with the perrenially-hopeless provincial Liberal Party, the last thing that should be on the Alliance’s agenda is a party re-branding.
Yet recent speculation holds that the Alliance is indeed considering re-branding.
According to Alliance Communications Director Shaun Howard, the prospects of a significant re-branding are remote.
“I can’t say absolutely rule out anything, but I can say it’s highly unlikely,” Howard says.
Some have argued that the party is facing something of a difficulty establishing a coherent brand identity. Howard explains it in terms of a Coke/Coca-Cola-style schema.
“Some people call us Wildrose, some people call us Alliance, some people call us Wildrose Alliance. But like a brand, they know where we are.”
Shane Saskiw definitely knows who the Alliance is. Saskiw recently resigned from the Progressive Conservative party, in which he served as Vice President (policy and resolutions) and joined the Alliance.
Saskiw explains that he was unhappy with increases in government expenditures, and evidently isn’t prepared to give new Treasury Board President Ted Morton any time to change his mind.
“In particular, I saw that the policies that were coming out of the Alberta government were too left and were inconsistent with my own personal conservative values and beliefs,” Saskiw says.
He was also dissatisfied with the amount to which grassroots policy suggestions were being adoped by the party.
Saskiw may have chosen his forum to re-connect with the province’s conservative grassroots very wisely. The Alliance has certainly had the province’s conservative grassroots wrapped around its finger, especially since electing Danielle Smith as party leader.
Any one expecting a significant re-branding of the Wildrose Alliacne will likely be disappointed. The one form of branding that is coming to the party is a new logo and a re-built website. It’s far from a whole new brand — it’s little more than housekeeping.
“We’re going to be looking at changing the logo and the website needs a revamp, but it’s just ordinary branding maintenance,” Howard explains.
But with the party on the verge of winning government in the next election — provided that they accomplish the party-building necessary — the Wildrose Alliance likely doesn’t want to change a thing. What they’re doing now is working like a charm.