Labour has followed the Tories in embroiling itself in a crisis of trust, and it’s the Lib Dems who stand to gain, writes Reed CEO James Reed in today’s Notebook

Over the course of my business career, I like to think I’ve learned a thing or two about what makes a good brand.

Political parties, like companies, are brands as much as anything else. For a century or so, we’ve had two market leaders, Labour and the Conservatives, who have dominated. But there are challenger brands as well – perhaps now more than ever before.

The most obvious are Reform and the Liberal Democrats. When a brand starts losing the trust of its customers, they look elsewhere. That’s just what’s happening at the moment, with both of our main political parties suffering a crisis of trust.

I’ve always argued that trust is built on two things. One is competence and the other is integrity. Labour and the Conservatives are struggling with both.

This creates a huge opportunity for the challengers. We could be approaching a very interesting moment where British........

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