IT was during Ruth Davidson’s tenure as Scottish leader of her party that the concept of ‘de-toxifying’ the Tory brand became popular.
Hardly any published interview (and there were many) didn’t include this aphorism. As with much else about Ms Davidson, it was a mirage. She was deemed to have been a success as party leader because the Scottish Tories became the official opposition in Scotland, but still miles behind the SNP.
Ironically, this wasn’t built on any process of de-toxification or cleansing, but on a further poisoning of politics. In the usual regions it was built on the ancient tribal wars of culture and identity. Beyond this it amounted to little more than braying at the SNP to get on with the day job and telling anyone who would listen that an independence referendum was ‘nasty and divisive’. This was stretching the concept of ‘success’ to breaking point’.
That was about the extent of it. And then it was off to the House of Lords as a baroness fortified with a couple of PR emoluments and an absurdly large fee for agreeing to appear as an election pundit for ITV.
Ms Davidson and a host of other Tories have emerged in recent days to assist at the public burial of Boris Johnson. Detoxifying the brand is once more dominating the narrative. The main problem with this though, is that to successfully de-toxify something you must either make it purer or replace it with something more edifying.
To read the rest of this analysis, sign up to The Herald's political newsletter, Unspun, for FREE and get unrivalled political analysis in your inbox every day at 6pm.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereLast Updated:
Report this comment Cancel