Conservative, Lib Dem and Labour logos are all in need of a makeover. Some enthusiasm and passion would help. Lessons from Educating Rita.

Willy Russell scripted a poignant scene in Educating Rita between Rita and her mother. They are in a pub for a family sing-song. Her mother observes: “There must be better songs than this…” A statement of resignation, sadness, predictability, frustration, lack of purpose and going nowhere.

Sums up the dilemma of the parties as they try to work out their analysis of our current condition and struggle for solutions.

In the business world, logos are fought over jealously. They provide instant recognition and identification with the product. See the lengths Coca Cola go to ensure their squiggly line is protected. Compare this to our political world.

We are now in the season of party conferences. Banner logos cascade from ceilings and walls. A backdrop to Newsnight reports, speeches and fringe meetings. Logos appear on every piece of corporate literature and repeatedly readers are influenced by the images before them.

The Liberty Bird, Red Rose and Scribbled Oak (£40000 fees paid) are the results of considered research and planning but they have the impact of magnolia paint. They are passive and do not exude enthusiasm and passion.

Part of the problem for our political branders is that in a state of fluid politics, the parties are finding it difficult to create a coherent analysis of their current condition. If your product is fuzzy what chance the branding? What chance the visual imagery?

Freedom, patriotism, liberty, tradition, choice, environment, strength, endurance, growth, renewal and individuality seem to have been some of the words party strategists sat down with as they brain-stormed for the images we have now.

Perhaps this is the time to get our some new words: enthusiasm, optimism, responsibility, energy, and assertiveness would be good for starters. Wonder what logos we can get out of them?

Getting your message across powerfully, practically and persuasively - rule of three.

The next time you are at a trade fair or exhibition take time out to do a 360 degree whirl, view the banners and give them a score out of ten. You won’t find many that grab you.

Here is an opportunity to make yours work when others don’t.

I visit the NEC and ICC regularly and in a day take in several hundred of these displays. The number that stay in the mind are pitiful. Assume your audience scans you for a couple of seconds at max.

A visit to Earls Court or Olympia, provides fertile ground for observing one of the most misused business marketing tools around. We are talking of the seven foot pop-up roller banner and its cousin, the airship-dimensioned display frame. Erected apprehensively, knowing they may collapse on you or snap down like a mouse trap. We have all been there.

How many of them really catch the eye? Have company managers dominated the design process and content? Have the graphic artists, speech-writers and copywriters had their creative skills pruned? Have we kitted the stall-holders with tools that just don’t work? How many exhibitors pack up their displays, wondering whether the ROI has been justified? The same rituals are played out thousands of times a day.

This is how it goes. After an outlay for the stand, possibly running into thousands, our intrepid exhibitor lays out the gizmos to attract the punters. The bowl of sweets, key fobs, mouse pads and corporate blurb come out of the bag. The backdrops of course are the banners and this is what they remain - a glorious vehicle to market the organisation but woefully misused.

So where does it all go wrong? Well it could be the content of the banner for starters. There could be too much of it. As the punters walk the aisles they will give a fraction of a second to each banner, so you need something to bring them in. The name of the organisation and the logo don’t work and they are usually the dominant graphic and text. Punters want to know what you do, what makes you different and whether you are any good.

Banners can be run off in a day, but it takes time and skill to put one together which is eye-catching and discourages a high bounce rate. Walk the aisles and make a note of the banners which pull you in. Those that do make you think, tug at your emotions and give the reader something to do.

Next, borrow some rhetorical speech-writing devices from the political worlds i.e. rules of three, contrasting phrases, witty play on words and reversal phrasing eg “Building is what we do best and the best is what we build.” Useful and snappy copy for the press release and website. Living in a five second culture, we do not tolerate lots of text so keep it down. Cut out the jargon.

Space on a stand can be at a premium so why not use the banner itself as a demonstration tool? Something you can engage the client with. It is almost as if the production of the display banner becomes an end in itself when in reality it is a starting point for promoting goods and services.

Ineffective banners emphasise company name, logo and contact details and have no call to action. The punchline is simple: create banners that are pithy, witty and engaging.

Of course you need presenters who can bring them to life – but that is another story. www.younevercantell.co.uk

Politicians need to talk like the rest of us.

The political classes have a poor image and it is not just expenses that got us in this pickle - it could be how they converse. Imagine this scene. You have won your political seat at national or local level and then have to face the scrutiny of awkward questions, either from the electorate, press or television interview. You are under pressure to deliver honest answers and yet not embarrass colleagues, tell lies or be evasive. You don’t want to be misinterpreted and yet you want to give yourself wriggle room for the future. You want to display integrity, and candour and give an opinion on a situation which you may not fully comprehend. How do you defend a position publicly, which away from the crowds and glare of the cameras, you know to be wrong or indefensible? You want to keep your gesture clusters, leakages and tells under wraps. How do you keep all of these balls in the air at the same time?

The political class has developed a different genre of conversation to the rest of us. Yes, we know about the politician’s answer rephrasing a question to the one that enables an easier answer. And what about straw man thinking, giving your opponent a position he/she may not have adopted in the first place and then knocking the stuffing out of it? How does one develop the skills to practice these arts in the first place? Is it ingrained in the character and personality or is it learned by watching others and learning on the job?

Does our political representative sit down with pen and paper and create a flow chart to work out the myriad of question and answer permutations? Do our interviewees play mental chess games in their beds at night, anticipating the interviewer's opening gambit and then working out appropriate counter moves? Do they rehearse their answers so that the oratory and rhetoric seem convincing?

Not answering a question, rephrasing the question or dissembling are part and parcel of human discourse. What makes the political conversation interesting is that it is done in the public gaze. Talking "off the record" is a symptom of the dilemma.

Not surprisingly, the electorate can sniff out an answer that does not accord with common-sense. It is embarrassing and irritating to observe a political representative defending the indefensible. What a shock it would be to hear “ I don’t know” or “I haven’t thought about that.” or “I got that one wrong.” proffered as answers. We have heard it since the election but it would have been nice to have heard it before.

That is how the rest of us talk and if the Westminster bubble talked in the same manner then the cynicism the electorate displays for our representatives might be tempered. Coalition politics and a rebirth of the opposition provide opportunities not only for changed policy and personalities but, more importantly, how we conduct our conversations and interviews in the first place.

Trade Fairs - have they passed their sell by date? Preparation for a party conference.

I have just booked my place for one of the Autumn party conferences. Whilst thinking of what is to come, thoughts moved to a similar gathering - the business or trade exhibition. Living on the doorstep of the NEC and ICC, opportunities abound to observe participants at these watering holes. This element of business seems to have eluded management consultancy books expounding best practice. Millions must be spent each year. Has the time come for us to find a new model for bringing exhibitor and client together?

The chosen stand-minders set out the stall, plug in the gizmos, fill the bowl with sweets and tidy up the leaflets. Some worrying seconds pass as the vertical banner is erected with a prayer, that it does not snap back into the box. A few furtive glances at the opposition to see how you match up, a quick walk along the aisle to see whether your stand "works" and then it is count down to letting the rabble in.

The exhibition is a rich laboratory for observing human interaction at its most embarrassing. Take the punter first. We have all walked the souks and souvenir markets abroad, not quite knowing how to handle the uncertain world of a different language, no labelled prices and hawkish sellers invading your space. I am not saying the British exhibition is anything like that, but the body language of the punters suggests a distinct unease at knowing either how to open a conversation or respond to an opening gambit. Perhaps some lessons from speed dating are in order.

And then you want some refreshment and the bowl of sweets beckons. Innocuous you might think but a minefield. These freebies are there to break down barriers but the reality is otherwise. If you take one without asking, it seems a cross between shoplifting and childhood when you took without asking. On the other hand, asking permission seems rather precious - Catch 22. Over the counter, the exhibitor has a problem - seems a bit strange to be in conversation and then to proffer a sweet. Not the icebreaker it could have been.

For the exhibitor, the trick is to stand out. Not that difficult if you develop a style where you make it easy for people to come on to you. Eye contact, co-ordinated gesture clusters and open body language are the ingredients. Standholders spend so much time talking to each other that breaking in is not easy. If you want to stand out literally, move into the aisles and the public space. Take some leaflets and some good open question chat up lines.

As the day progresses everyone tires. Business cards are mislaid and plastic bags overflow. Your legs are on their knees and a litany of inane conversations forgotten. Surely there must be better ways for these commercial fests to be played out. Wonder what the conference offers?