Assertive leadership or bullying tactics?

Nobody approves of bullies – yet somehow we have long admired assertive and determined leaders: from Elizabeth I, to Alan Sugar and even Fabio Capello.

From a public brand image perspective, there is more than just a healthy argument that any man or woman ‘at the top’ needs to be a person not just of moral conviction but a genuine character who is not to be messed with.

Allegations of Gordon Brown’s short fuse may be just the touch-paper he needed to rebuild his otherwise former lack-lustre image of a leader in the shadows of man who famously was even prepared to go to war to fight for what, he at least, sincerely believed was a noble cause for the greater good.

Reportedly, when Winston Churchill stepped into Number 10 he did so with a boorish attitude towards Downing Street staff.

It is said that when stressed, he even turned to more than the odd tipple.

Boorish - but brave

He became renown as a leader, figurehead and defender of the common man .

Then there was the ‘Iron Lady’ who at first may have  come across as dainty rather than daunting to some campaign professionals at Tory HQ.

As with Blair, one of her defining moments as a leader with grit, came with the battle cry to avenge and protect British interests around the world.

How very apt that just as the 2010 election campaign steps up a notch, the people at the helm of Brand UK sanctioned drilling to start for oil near the famed Falkland Islands.

Some may point to the happy coincidence that all this has happened the very same fortnight that Gordon Brown was touted in the media firstly as a man of compassion- giggling on the Piers Morgan show – then a leader of fury – caring so passionately about issues affecting the common man and woman that, on occasion he was allegedly moved to hurl the odd piece of office supplies around the ground – and have little time for time wasters.

Pinning her colours to the mast

Some PR commentators could  suppose that much of the recent events were somehow cunningly leaked and managed by Conservative brand spinners.

If they are right, the ploy may have backfired for the opposition.

What has been created – for the Conservatives –  is  the worst of all opponent leadership attributes: the perception of a multi-faceted person who, on one hand is seen as caring, whilst on the other, prepared, determined and stirred enough to do whatever it takes to fight for the nation’s pride, honour and respect.

In other words, from a branding viewpoint – a rounded person.

For the Conservatives, that would be a very hard act to follow.

Jonathan Gabay

www.brandforensics.co.uk

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