Perceptions are the most important part of a political party brand, I would argue, it is not what the party claims to be but what the voters think they are that determines victory or defeat. The PH1500 panel showed where the Conservatives are winning and Labour are losing just before the Crewe & Nantwich by-election; it makes sober reading for any Labour election strategist but happy news for the Conservatives as they prepare for a long campaign. Based on increases and decreases in associations between a term and the party, Labour are extreme, bigoted, divided, unclear what they stand for, stuck in the past and corrupt. In contrast, they are not reliable, modern or fair minded, do not stand up for people or are interested in helping, and lack ideas. The Conservatives are the mirror image. So Labour's task somehow is to reduce all of the negative associations while encouraging people to believe they are modern, reliable, fair minded, full of ideas and on the side of the people; the Conservatives need to watch the corruption issue around expenses and ensure they do not lose any of the positives. Currently, however, all the qualities that historically have been desirable for a government or leader are possessed by the Conservatives and have been lost by Labour in the last 12 months.