Positioning refinement: GLP of the Canton of Zurich
For the first time, Heads used its Heads Brand Profiling™ analysis method for a political party rather than a company, thereby refining the Green Liberal Party of the Canton of Zurich’s positioning.
This was based on workshops with the party leadership and interviews with cantonal and national councillors, as well as the Zurich member of the Council of States. And it was supplemented by an online survey of 621 members. The survey systematically recorded members’ expectations, perceptions, attitudes and associations with the GLP. Heads was able to paint a precise picture of the GLP from around 24,000 data points.
The figures speak for themselves.
“We were impressed by the high level of participation in the survey. It shows the strong sense of identification with the party,” said Ralph Hermann, Heads’ Managing Director and a member of the GLP. “The homogeneity of the results was remarkable — there was no sign of an urban–rural divide or cohort differences. This clarity makes the positioning work much easier.”
The analysis shows that, while the GLP is perceived as modern, liberal, progressive and solution-oriented, it is also seen as too intellectual, unclear and ineffective. “While other parties mobilise with emotion, the GLP relies on facts. This makes it credible, but not emotionally engaging enough,” explains Heads brand profiler Samira Ciraci.
Maintaining trust, gaining momentum
The conclusion was that the GLP should remain pragmatic, responsible and credible, while also appearing more charismatic, courageous and accessible. Based on this insight, heads developed a new manifesto that was widely approved at the general meeting on 28 August: “Welcome to Team Breakthrough. The most liberal force for a better tomorrow.” And a new slogan encapsulates the party’s optimism: “GLP – More is Possible.” Nora Ernst, Co-President of the GLP in Canton Zurich: “What Heads has developed for us fits our party and is in tune with the times.” Ralph Hermann comments: “We were also inspired by an editorial by NZZ editor-in-chief Eric Gujer. He wrote: ‘The future belongs neither to nostalgics nor to apocalyptics. It belongs to those who tackle real problems and take people with them — without pointing fingers or resorting to populist rabble-rousing.’ Welcome to Team Breakthrough, Mr Gujer.”
— Analysis / Brand Design / Brand Strategy
