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All four of the Conservative leaders who followed John Major after he was defeated in the electoral landslide of 1997 have pursued an almost identical path. In the early months after their appointment, they eagerly sought to 'rebrand' the Tories. Instead of merely trying to appeal to the party's core support, they pitched their policies to the broader mass of voters. David Cameron, Conservative Party leader, driving a dog-sled on his way to the Scott-Turner glacier on the island of Svalbard, Norway. Cameron was visiting the Norwegian glacier to see the effects of climate change as part of the party's campaign ahead of the local elections on 4 May 2006. But despite their campaign for change and modernisation, each leader failed. William Hague gave up after that misguided photo-call backfired when he wore a baseball cap at a... [read full story]
