Heads analyzes and sharpens the positioning of GLP Zurich
The branding agency Heads is applying its «Heads Brand Profiling» analysis method to a political party for the first time. The results led to a more focused positioning for the Green Liberal Party of the Canton of Zurich, with a new tagline: «There’s more to it.»
The Heads branding agency has used its proven "Heads Brand Profiling" analysis method in the political environment for the first time. The positioning of the Green Liberal Party of the Canton of Zurich was sharpened in a comprehensive process.
The analysis was based on workshops with the party leadership, interviews with cantonal and national councillors and the Zurich Council of States. The study was supplemented by an online survey of 621 members. A precise picture of the GLP was drawn from around 24,000 data points.
"We were impressed by the high level of participation in the survey. It shows the high level of identification with the party," says Ralph Hermann, Managing Director of Heads and GLP member. The homogeneity of the results was particularly remarkable - with no discernible urban-rural divide or cohort differences.
The analysis shows a differentiated picture: the GLP is perceived as modern, liberal, progressive and solution-oriented - but at the same time also as cerebral, unclear and ineffective. "While other parties mobilize with heart or anger, the GLP relies on facts. This makes them credible, but not yet emotionally connectable," explains Heads Brand Profiler Samira Ciraci.
Based on these findings, Heads developed a clearer positioning. The new party promise "Welcome to Team Aufbruch. The most liberal force for a good tomorrow" and the claim "GLP - There's more in it" met with broad approval at the general meeting.
Co-President Nora Ernst is convinced: "What Heads has developed for us suits our party and is in tune with the times." Ralph Hermann adds with reference to an editorial by NZZ Editor-in-Chief Eric Gujer: "The future belongs neither to nostalgics nor apocalyptics. It belongs to those who tackle real problems and take people with them - without pointing fingers and without populist rhetoric."
