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A Marketing Dilemma
Dear Pierre,
I am writing to you as a CPC party member and, admittedly, as an outsider with no formal qualifications as a political strategist. I am, however, an adjunct marketing professor at a Canadian university, and my observations are rooted in a professional understanding of branding and consumer behaviour. I hope my reflections provide a fresh perspective on the challenges facing the Conservative Party of Canada (CPC).
My primary concern is that the party appears poised to repeat the same defensive and uninspired campaigning that failed to resonate in the last election. We live in a celebrity-obsessed culture, and while conservatives may scoff at its superficiality, we must navigate it strategically.
Wiser voices often note that Conservatives don’t win elections; Liberals lose them. To gain traction, the CPC must campaign with a level of strategic brilliance that matches the formidable advantages enjoyed by the Liberals: a centre-left electorate and a media ecosystem largely sympathetic to their agenda.
Key Observations and Recommendations
1. A Difficult Playing Field Requires Exceptional Strategy
Canada is a centre-left country where the Liberals benefit from media bias and a perception of moral superiority. Scandals that would devastate a Conservative leader—blackface, WE Charity, SNC-Lavalin, candidates bought by the Chinese—barely register in the Liberal-dominated media narrative. The CPC has no choice but to campaign brilliantly, as Carney can afford mediocrity and succeed.
2. The Role of Emotion in Campaigning
Conservative policies often require a level of thought and reasoning that the average voter does not engage with. The Liberals, meanwhile, capitalise on emotional appeal, often pushing ideas that are unworkable but resonate with voters. For instance, while Liberal gun control measures are ineffective as policy, they win urban votes by appealing to perceptions of safety. The CPC must pivot to creating emotionally resonant narratives tied to achievable policy goals.
3. Trump’s Thin Skin and Trudeau/Carney’s Selfishness
Donald Trump has aimed at Canada directly from Trudeau’’s actions. Trudeau triggered a personal vendetta by openly mocking Trump at world events—something he undoubtedly foresaw, given Trump’s well-documented temperament. Trudeau’s behaviour was not about protecting Canada’s interests but about himself. Meanwhile, the Liberals use Trumpism as a slur against Conservatives to boost their polling numbers. This dynamic underscores the importance of leadership prioritising Canada’s long-term interests over personal ego.
4. Why Do Women Vote Liberal?
Carney’s appeal to women is a critical challenge for the CPC. Despite personal scandals and policies often falling short, Carney maintains a strong hold on this demographic. The CPC must soften its image without compromising its principles. Showcasing strong, relatable female leaders like Melissa Lantsman or leveraging Pierre Poilievre’s wife, Anaida Poilievre, in campaign messaging could humanise the party and broaden its appeal. Women respond to authentic, relatable messaging that speaks to their concerns—something the CPC must develop through thoughtful research and outreach. Appearances of good intentions drive them; it is not about looks. Women voted in higher numbers for Biden; he was not a sex symbol unless you were a 75-year-old female.
5. Patriotism and Liberal Contradictions
It is baffling that voters rally around Carney under a banner of patriotism, given his party’s branding of Canada as a “genocidal, post-national state.” Trudeau has eroded national pride and any coherent sense of Canadian identity. The CPC must reclaim this space, offering a positive, forward-looking vision of being Canadian. A coherent narrative that values Canada’s strengths and potential will resonate with voters tired of Liberal contradictions.
6. A Rational Approach to Tariffs
The Liberals’ response to U.S. tariffs has been emotional and shortsighted. While punching back might sound satisfying, Canada cannot afford tit-for-tat economic retaliation against an economy 11 times its size. The CPC must champion a pragmatic approach, focusing on what is best for Canadians. Clear-headed negotiations and policies that protect Canadian jobs and industries will ultimately serve voters far better than empty grandstanding.
7. Big, Bold Ideas and Supply Management
The CPC needs to present visionary policies that resonate with most Canadians. Eliminating supply management is one such policy that could save Canadian families money and foster free-market competition. Catering to minority special interests at the expense of the greater good has to stop. Canadians deserve leadership that prioritises their well-being over entrenched, outdated systems. Stop being ruled by fear and polling projections based on speculation.
8. The Silent Majority Must Be Heard
Too often, the loudest voices—activists and niche interest groups—dictate the national conversation. The CPC must position itself as the party of the silent majority, advocating for policies that deliver the greatest good for the greatest number. This approach will distinguish the party from the Liberals, whose governance increasingly panders to the loudest, most divisive elements.
Campaigning is Branding
Campaigns are about emotional and cognitive connections, not rational debates over policy minutiae. To succeed, the CPC must invest in professional marketing expertise and conduct rigorous testing to ensure messages resonate with swing voters. This means understanding what drives voter behaviour subconsciously and crafting messaging that sticks.
1. Why do voters choose Carney?
Is it familiarity? Charisma? An emotional sense of security? His looks? The man has written books, and in them, he supports radical environmental-based management of the economy that is frightening; he wants the banking sector and access to capital to be used as a tool of blackmail to force companies into expensive radical structural changes based on climate change (Canada = 1.4% of world C02 still).
Despite economic suffering, the Liberal party is still a climate change-first party run by elites who don’t pump their gas. This needs to be made clear.
The CPC must answer these questions through sophisticated research, not intuition or speculation. For example, the “gatekeepers” message is too abstract and fails to connect emotionally. Testing alternative framings is essential.
2. What does the CPC stand for?
At the end of the campaign, every Canadian should be able to articulate the CPC’s three core values and five key policy goals. Right now, this is not the case. Without a clear, sticky message, the party risks being defined by the Liberals and media.
3. Stop being defensive.
Defensive posturing reinforces negative perceptions. Instead, respond to attacks with humour and confidence while focusing on a positive, inspiring vision for Canada’s future. Let Carney’s weaknesses speak for themselves without allowing them to dominate the narrative.
Practical Ideas
1. Speak Plainly and Repeatedly
• Embrace clear and simple messaging inspired by Trump’s plain-spokenness but tailored to the Canadian electorate. Following the “Rule of Seven,” messages must be repeated frequently, ensuring that key points resonate with voters and become memorable. Seven encounters before a message sticks; nothing will stick if the Cons change their messaging frequently.
2. Highlight Canada’s Economic Crossroads
• Stress the urgent need for a CPC majority to avoid economic collapse. Position the Liberals as out of touch, emboldened by ideologies from the World Economic Forum that sound good in theory but fail in practice. Emphasise that their mismanagement is putting Canada’s future prosperity at risk.
3. Counter Trudeau’s Hubris
• Directly address Trudeau’s past mockery of Trump and his consistent use of “Trump” as a campaign slur. Frame this as a reckless strategy prioritising Trudeau’s ego over Canada’s future relations with the U.S., resulting in tariffs and strained trade relations. Assert that Canada deserves leadership focused on unity and diplomacy, not personal theatrics.
4. Reclaim Authentic Patriotism
• Critique the Liberal Party’s contradictory approach: rallying voters around the flag while promoting Canada as a “genocidal post-national state.” Highlight how the CPC offers a coherent, positive vision for Canada—one rooted in pride, shared values, and a clear national identity.
5. Address the Gender Divide in Voting
• Investigate why women overwhelmingly vote Liberal despite Trudeau’s personal scandals and poor policy delivery. Leverage strong female voices like Anaida Poilievre and Melissa Lantsman to present a softer, more relatable CPC image. Prioritise policies that connect emotionally with women while offering practical solutions that benefit families.
6. Focus on the Silent Majority
• Champion the silent majority by highlighting how squeaky wheel minority interests dominate policy under the Liberals. Advocate for policies prioritising the greatest good for the greatest number, ensuring Canadians feel heard and respected.
7. Offer Strategic Responses to Tariffs
• Emphasise the need for pragmatic, measured responses to U.S. tariffs, rejecting emotional “punch-back” strategies that harm Canada disproportionately. Highlight that Canada’s economy, being a fraction of the U.S.’s size, requires diplomacy and long-term strategy over posturing.
8. End Supply Management
• Take a bold stand on eliminating supply management, which inflates prices for basic goods like milk, eggs, and cheese. Frame this as a move to benefit all Canadians, especially the most vulnerable, while rejecting the influence of entrenched minority interests.
9. Champion Evidence-Based Policies
• Reiterate the importance of evidence-based governance. Criticise the Liberals for relying on slogans and vanity policies while ignoring the real-world consequences. Propose solutions backed by thorough research, demonstrating competence and credibility.
10. Revitalise Canada’s Resource Sector
• Stop treating Canada’s natural resources as liabilities. Emphasise responsible development that balances environmental stewardship with economic growth. Reaffirm the importance of playing to Canada’s strengths, such as exporting LNG to Europe, and reject policies that undermine global competitiveness.
11. Invest in Sovereignty and Security
• Commit to increasing defence spending to meet NATO obligations and rebuild Canada’s military capabilities. Emphasise how a strong military ensures Arctic sovereignty, protects economic interests, and projects confidence on the global stage.
12. Address Deficits and Debt
• Present a clear, digestible plan to tackle Canada’s ballooning debt and deficit. Explain how fiscal irresponsibility leads to higher taxes, fewer public services, and reduced opportunities for future generations.
13. Break Down Trade Barriers
• Propose eliminating interprovincial trade barriers, which cost the economy billions annually. Present this as a straightforward, bipartisan way to boost Canada’s economic growth and innovation.
14. Reject Vanity Policies and Insecurity
• Call out the Liberals’ reliance on vanity policies and moral posturing. Stress the need for policies rooted in practicality, not political theatre or comparisons to the U.S.
15. Bold Leadership Over Poll-Driven Governance
• Embrace bold, ambitious ideas and reject governance driven by fear of criticism or polls. Canadians deserve leadership that prioritises long-term benefits over short-term political gains.
16. Treat Canadians Like Adults
• Promise to speak honestly and treat Canadians as mature individuals capable of understanding complex issues. Position the CPC as the party of reason, responsibility, and results.
17. Foster Freedom and Prosperity
• Reaffirm commitments to free speech, free markets, and limited government intervention. Critique the Liberals’ flirtation with censorship and economic micromanagement, positioning the CPC as the party of freedom and opportunity.
By clearly and repeatedly addressing these points, the CPC can differentiate itself from the Liberals and present a compelling vision for Canada’s future. This strategy must combine emotional resonance, practical solutions, and bold leadership to secure voter trust and majority support.
Conclusion
This is a critical moment for the CPC. The Liberals can win with a mediocre campaign; the Conservatives cannot. The CPC must embrace disciplined messaging, bold policies, and emotional resonance to succeed. This requires humility, research, and a willingness to move beyond the insular perspectives of party insiders. Canadians deserve better, and with the right strategy, the CPC can offer them a compelling alternative.
I wish you the best in the upcoming campaign. Canada needs leadership that prioritises its people over personal agendas and emotional appeals. The CPC can challenge the challenge with careful planning and a bold vision.
Sincerely,
Paul Finlayson
👍
I would vote for that party. Unfortunately it doesn't exist, and won't exist under the current leadership.