Watching the current federal election campaign from both major parties, it seems they both should go back to marketing 101, and consider what it takes to engage  with those to whom you want to sell something. Both to my mind are failing badly to create a brand that has a proposition that is attractive to those who take the time to consider their “purchase” rather than just buying the same one they bought last time. 

From a different perspective, I had the pleasure of meeting with a couple of NSW shadow ministers with a group of business people last week. Their problem is that although the current NSW Labor government is so on the nose that  is seems inconceivable that they will be reelected, very few in the electorate know anything about the alternative, and they have great difficulty gaining any media traction, so unlike their Federal counterparts, their problem is awareness, and how do they generate it, not that the product appears to be in tatters.