Blair favoured self promotion on his cards, Brown favours the more subtle and charitable approach. As when he was Chancellor his Christmas card supports a charity, this year Booktrust benefits, and features a group of multi-cultural children. One Labour MP is quoted as commenting: "Good on Gordon for ending the Christmas card cult of personality... Mind you, with the best will in the world, Gordon's brooding image is not necessarily ideal for a season's greetings card." Perhaps this is a careful attempt at image building or just a reflection of Brown's personality, I'm feeling charitable myself so go for the latter!