Like many brands, most successful political narratives are the ones that are memorable - distinctive, tangible and succinct. Positivity is an optional extra. So is truth as of late. Here we look at the top 10 attempts to establish political brands in Britain in the 21st century. Share your own favourite with a quick poll at the end.
Boris Johnson won't last another six months as Foreign Secretary. There will be too many conflicts between himself and Theresa May and something will have to give. Mrs May isn't going anywhere, so it'll be Boris. Where he'll go though is anyone's guess...
Suicide is preventable. I am hopeful that Ministers will take up the cause of suicide prevention with the urgency and vigour it so desperately requires. Now must be the time for real change to stop this unnecessary and deplorable loss of life. Our report should provide some useful recommendations to inform this task.
So what British values is the Labour Party now supporting in its move to take the place soon to be vacated by UKIP? What British values would Dame Casey and Sajid Javid make us swear allegiance to? The exploitation of xenophobia and prejudice in order to garner votes? That lack of social cohesion is not the fault of government policy or lack of funding for ESL and community programmes, but the fault of those very minorities as they simply aren't 'British enough' - so they need to swear an oath and be 're-educated'?
I've seen all the immediate analysis from Brexit and the Trump victory and it's not surprising that much of it is poor and ill thought out. This changing landscape may be something we don't fully understand for years and I don't think anyone has got the definitive vision yet (and you shouldn't expect to see it here either). However, at the end of the 2016 it's time we took stock and prepare for whatever will come next
Trade unionism matters more than ever. With the economy still in a slump, the Tories in power and the shadow of Brexit hanging over millions of jobs, unions are the only line of defence for working families. So the future direction of Unite, the biggest trade union in Britain and Ireland, is vital. It is far too important to be reduced to an extension of the rows in the Labour Party. I am standing for re-election as Unite's General Secretary for two reasons: My record - and my vision.
On Monday, as the Charlie Taylor report into youth justice was published, I was pleased to visit Hillside Secure Children's Home in Neath in Wales. Hillside is an example of a small, well-run home with excellent staff that provides a welcoming, productive environment which helps children turn around their lives.
Whether Syrian, Sudanese, Afghan, Eritrean, Ethiopian or Oromo these are children caught up in conflicts not of their making. No one is suggesting all those seeking sanctuary in Europe should come to Britain, but we are saying we can and should do our bit to help.
Alex Chalk, MP submitted a Private Members Bill to Parliament and this week the House of Lords approved it. The Government was defeated on Monday as peers passed a Policing and Crime Bill amendment, which was tabled by Labour's Baroness Royall and supported by crossbenchers, Tories and Liberal Democrats. This is a great step forward.
The great boon of the EU was that people could move to another European country and find work and make a home. They were entitled to education and healthcare there, just like home-grown citizens. They had rights. Their qualifications were recognised and they could set up a business without too much palaver... The moral stance has to be that we in the UK should immediately make a declaration that all persons living in the UK currently who are from other EU states will be entitled to acquire special permanent residence. It should be a new status - not the traditional permanent residence which requires living here for five years and has strings attached. It should be about proving that you are actually living here at the time of the declaration.
I was disappointed to learn that Culture Secretary Karen Bradley had rejected the appointment of the only female candidate and person of colour to the Channel 4 board. This is a worrying intervention which calls into question the government's commitment to board diversity.
The good news is we now know that Jeremy Corbyn does actually support the ratification of the Istanbul Convention (provided he gets to do it himself and scoop some gender-friendly brownie points) but the bad news is, he's not going to whip his MPs to support the Bill on Friday, which may or may not be due to the fact it has been proposed by a member of the SNP, during the course of a Tory Government.
Abbott isn't a Thatcherite, of course. Anything but. She is, on virtually all things, on the side of the angels in a head-to-head with Thatcher. Yet it is weird how, when it comes to the subject of immigration, she and so many others on the Left are willing to suddenly embrace the philosophy of a woman they have spent their lives opposing.
As the consultation for the Government Green Paper on grammar schools closes today, we are still waiting for an explanation of how an education system that only works for some is supposed to achieve this. We no longer live in a world where it makes sense for only a handful of kids to have access to the best academic education possible.
Just weeks after taking office, Carwyn Jones outlined a bold philosophy for government - describing education and skills as the key to Wales' success, and promising to strengthen the Welsh education system. Fast forward seven years, and it's clear that it hasn't gone to plan.
So let us be careful about the use of words. Let us accept our differences and our disagreements. We are all motivated by what we believe is best for the people of Britain, whether we voted remain or leave. Time will tell. Assigning ulterior motives to people because they are foreign-born or of foreign origin is not fair, it is divisive and dangerous. It is not cricket.