NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business

Fran O'Sullivan: Brand Ardern still has pulling power despite trashing

Fran O'Sullivan
By Fran O'Sullivan
Head of Business·NZ Herald·
13 Sep, 2019 08:32 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

    Reminder, this is a Premium article and requires a subscription to read.

Prime Minister Jacinda Ardern talks with media during a press conference in Auckland with the now former Labour Party president Nigel Haworth.

Prime Minister Jacinda Ardern talks with media during a press conference in Auckland with the now former Labour Party president Nigel Haworth.

COMMENT:

The Prime Minister's 'virtuous' brand is being trashed but at the Australia New Zealand Leadership forum dinner on Thursday her international star power was on display as business people lined up for selfies.

Many, many selfies which – like one of her predecessors John Key – she happily posed for and later indulged in the usual trans Tasman sledging over sport as well as making some serious points.

Ardern wasn't present during yesterday's forum.

But her ears would have been burning (happily) as tributes were paid to her personality – "warm, unaffected but very focused."

Advertisement
Advertise with NZME.

"A true leader and seen as that" said one well-placed Australian keynote speaker who spoke under the Chatham House rule. "When Christchurch happened for Australians looking across at that it was quite remarkable the leadership of the Prime Minister together with the Muslim community.

"It reminded me of Bob Hawke – combining with business, labour and civil society to advance the nation."

Ardern's international cachet remains high – as will become clear when we reveal the Herald's 2019 Mood of the Boardroom CEO survey on Tuesday September 24.

Advertisement
Advertise with NZME.

But within New Zealand it is now a more complex matter in the wake of the Labour Party's and her own office's mishandling of allegations of sexual assault by one of Labour's staff against young party volunteers.

That Ardern was able to perform in such a light-hearted fashion on Thursday, after such a rugged week which saw both Labour Party president Nigel Haworth and the staffer in question resign, is a sign of her staying power.

Discover more

New Zealand|politics

PM 'let down' in Labour sexual assault scandal: Helen Clark

13 Sep 04:00 AM
Opinion

Hosking: One disaster and PM's political capital is gone

15 Sep 06:15 PM
Business

Fran O'Sullivan: Fonterra's challenge - keeping to its new plan

28 Sep 03:00 AM
Opinion

Fran O'Sullivan: Come on Robertson, become the coach

04 Oct 04:00 PM

But looking from the outside in it all looks rather like the usual hive politics.

The kind where the bees must at all costs protect their Queen when danger threatens. Rather than take a principled approach to employment issues.

This is cynical. But it makes sense as Ardern is Labour's greatest asset.

It was her ascension to the leadership of the Labour Party which made the party a contender at the 2017 election.

Her brand has also worked to help the Labour Party maintain rankings in political opinion polls. But if her brand becomes permanently diminished that will impact on Labour's ability to garner votes at next year's election.

Particularly, given the Government's failure to execute competently in some key areas like housing people.

Advertisement
Advertise with NZME.

It may not be well known but Ardern's brand has been measured.

Brand Alpha which tracks the authenticity of brands right across the Asia Pacific region did something different and included Ardern in their research this year.

Ardern's brand was measured one week after the Christchurch massacre.

"If one accepts the premise that the PM is a brand, Ardern performs consistently strongly across all NZ generations. Kiwis, from centennials through to Pre-WW2's, considered her a 'top five brand'. It is worth bearing in mind that because the study was fielded shortly after the Christchurch tragedy, her rankings were likely inflated above the normal levels. It's still worth exploring how Kiwis responded to Ardern as a brand," said Principals.

Brand Alpha asks consumers to rank brands based on four key pillars: virtue, vitality, visibility and value.

Principals, which undertakes the research, says it is Ardern's performance on Virtue and Vitality dimensions that explain her transcendent appeal.

"Whether one agrees or disagrees with her political views, she is seen as a refreshingly straightforward and sincere communicator with a warm, open and honest style that breaks with the public's expectations of politicians who drone, deflect and hide their true selves".

Intriguingly, it is Boomers and pre world war two cohorts who were Ardern's greatest fans on this survey.

Her vulnerability comes from time-pressured and financially-squeezed Gen Xers (35-to-54-year olds) who are her toughest audience. "Gen X is the least optimistic generation when asked about their futures and feel less practically and emotionally supported than all other generations. So they have particular expectations of all politicians. The challenge for Ardern with this generation is in on policy substance, not just style."

And that is where Ardern is vulnerable.

She is seen as a masterful manager of her own message.

But there is now a credibility gap which she will have to bridge ahead of next year's election.

Save

    Share this article

    Reminder, this is a Premium article and requires a subscription to read.

Latest from Business

Premium
Media InsiderUpdated

Ex-TV host Matt Chisholm's bold new career; 'Hugely unpopular' - battle royale brews inside Stuff

04 Jul 10:13 AM
Premium
Media InsiderUpdated

Stop the presses: Stuff closing about 15 Auckland, regional community newspapers

04 Jul 10:13 AM
Premium
Shares

Market close: Tourism Holdings drops as NZ sharemarket ends week on high

04 Jul 06:17 AM

Audi offers a sporty spin on city driving with the A3 Sportback and S3 Sportback

sponsored
Advertisement
Advertise with NZME.

Latest from Business

Premium
Ex-TV host Matt Chisholm's bold new career; 'Hugely unpopular' - battle royale brews inside Stuff

Ex-TV host Matt Chisholm's bold new career; 'Hugely unpopular' - battle royale brews inside Stuff

04 Jul 10:13 AM

Well-known Kiwi's court move over story; Which political leader is best/worst with media?

Premium
Stop the presses: Stuff closing about 15 Auckland, regional community newspapers

Stop the presses: Stuff closing about 15 Auckland, regional community newspapers

04 Jul 10:13 AM
Premium
Market close: Tourism Holdings drops as NZ sharemarket ends week on high

Market close: Tourism Holdings drops as NZ sharemarket ends week on high

04 Jul 06:17 AM
Premium
Surge in new vehicle sales: Industry insiders explain three factors behind spike

Surge in new vehicle sales: Industry insiders explain three factors behind spike

04 Jul 05:00 AM
Gold demand soars amid global turmoil
sponsored

Gold demand soars amid global turmoil

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP