When Labour adopt a mantra, as instructed by the team at Castille, who now we know runs the country, they sure as hell stick to it. Their strategy is very textbook. They pick on a marketing strategy and never let go. The strategy definitely worked to win them the election but, now that we are moving towards their third year in government, the lustre and shine are fading fast.
Take the slogans. Labour went from “Malta Taghna Lkoll” in 2013 to “Malta Energija Pozittiva” in 2014 to “Malta b’Sahhitha” in 2015. Behind each of these slogans there is a promise which has been broken.
By using the word “Malta”, Labour thought the people would feel patriotic and accept whatever Labour continues to throw at them. But neither the energy nor the health slogans had the desired effect on people.
Both sectors fall under the responsibility of Minister Konrad Mizzi, who is controlled by Muscat himself. We know where Energy is heading and Health seems to be following its footsteps. Mizzi and Muscat are selling us out.
Once “Malta Taghna Lkoll” turned out to be a bitter fruit, which unfortunately cannot be annulled, the slogans that followed became frivolous, futile promises. More of the same, overused clichés.
David Anthony Childs, a strategist in branding and communications states the following: “Lazy marketers use common clichés and sloppy, meaningless, or even misleading statements in building their brands. What many don't realize is that the best and most memorable brands are presented in a way that is both undeniably honest and strongly marketable.”
We all know that Labour has lost its honesty, if it ever had any. This is why it is losing its marketability. Trust in the Muscat Government is also downward bound and last week we found it has gone from 56% to 51%.
Unfortunately Muscat is dragging down all politicians with him. The Eurobarometer findings show that 60% of Maltese are losing faith in politicians. 2016 may be the turning point which will make or break public opinion on politics in our country.
We have seen this pattern all over Europe. When there is lack of trust in the traditional political parties of a country, new politicians will sprout up, with new agendas which tend to be more populist than Muscat’s and with the added risk of going towards the extreme left or right of our political spectrum.
The swing voters of the last general elections thought they were swinging from right to left (just off the centre) but found Muscat to have moved further right. The PN is the party defending the common good, health, education and the environment while Muscat is on a selling spree, proud to be a salesman while selling off what we stand for at a discount.
The PL’s constant mantra is that the PN, and particularly Simon Busuttil, are negative. But this too is also losing the effect it may have had when the PL itself was stronger and more credible.
In 2015 the PN clearly got the much needed boost through the local council elections. These were the first signs that those who voted Labour in 2013 should not be taken for granted. Months packed with scandals stemming from corrupt practices and lack of good governance continued to burden Muscat, while Simon Busuttil grew in confidence and stature.
The so called “negative” Opposition has produced draft laws, documents and policies which not only surprised the government but won the respect of the stake holders within civil society. Concrete proposals like those presented by PN in the Pre-budget Document Sustainable Growth and Dignity for All, the 10-year working document Economy for the People and of course the proposals for good governance Restoring Trust in Politics.
I have no doubt that after the short Christmas break, Simon Busuttil will continue to lead the Opposition relentlessly in its efforts to genuinely make a difference, a positive difference which is much needed in our country.