‘A huge political experiment’ – exploring the political brand positioning of political parties in Jersey from an internal-external perspective’

Figures & data

Figure 1. Key dimensions of envisaged and realised political brand positioning inspired by (Marland, Lewis, and Flanagan 2017; Pich 2022; Pich and Armannsdottir 2022; Rutter, Hanretty, and Lettice 2015; Sharma and Jain 2022; Simons 2016).

Table 1. Outcome of the 2022 general election in Jersey – (www.vote.je.).

Party	2018 general election	2022 general election	Present
Independent Politicians	44	35	37
Reform Jersey	5	10	10
Jersey Liberal Conservatives [JLC]	Party not formed	2	2
Jersey Alliance	Party not formed	1	No longer have presentationin the States Assembly
The Progress Party	Party not formed	1	No longer have presentationin the States Assembly

Table 2. Sample profile for internal stakeholders – stage one.

Participant code	Party	Date
IP1	Jersey Alliance	26th November 2021
IP2	Progress	26th November 2021
IP3	Jersey Liberal Conservatives	10th December 2021
IP4	Reform Jersey	13th December 2021
IP5	Jersey Liberal Conservatives	14th January 2022
IP6	Reform Jersey	14th January 2022
IP7	Progress	17th January 2022
IP8	Jersey Alliance	20th January 2022
IP9	Progress	24th January 2022
IP10	Jersey Liberal Conservatives	9th February 2022
IP11	Jersey Alliance	9th February 2022

Table 3. Sample profile for external stakeholders/voters – stage two.

Focus group andparticipant code	Data collection	Will you votein June 2022?	How will you votein june 2022?
P1FG1	18th May 2022	Yes	For a Political Party
P2FG1		Yes	Independent
P3FG1		Yes	Don’t Know
P4FG1		Don’t Know	For a Political Party
P5FG1		Don’t Know	Don’t Know
P6FG1		Yes	Don’t Know
P1FG2	18th May 2022	Don’t Know	Don’t Know
P2FG2		Yes	For a Political Party
P3FG2		Yes	For a Political Party
P4FG2		Yes	For a Political Party
P5FG2		Yes	Don’t Know
P6FG2		Yes	Don’t Know
P1FG3	18th May 2022	Yes	For a Political Party
P2FG3		Yes	For a Political Party
P3FG3		No	Independent
P4FG3		Yes	For a Political Party
P5FG3		Yes	Independent
P6FG3		No	For a Political Party
P1FG4	19th May 2022	Yes	Don’t Know
P2FG4		Yes	For a Political Party
P3FG4		Yes	Don’t Know
P4FG4		Yes	For a Political Party
P5FG4		Don’t Know	Don’t Know
P1FG5	21st May 2022	Don’t Know	Don’t Know
P2FG5		Yes	For a Political Party
P3FG5		Yes	Don’t Know
P4FG5		Yes	For a Political Party
P5FG5		Yes	Don’t Know
P6FG5		Yes	Don’t Know
P7FG5		Yes	Don’t Know

Table 4. Stages of thematic analysis developed from Braun and Clarke’s (2006).

Stage	Process	Example
1) Familiarisation	Researchers take time to become familiar with the data. For instance, transcribing data (if necessary), reviewing, re-reading the data, and reflecting on the data, noting down initial themes.	Carried out by the three researchers. Interviews and focus groups were transcribed within 3 weeks of interviews/focus groups taking place. Notes from the interviews/focus groups were also typed up and included in the analysis.
2) Preliminary Coding	Focuses on generating initial codes. Coding interesting features of the data in a systematic fashion across the entire data set, collating data relevant to each code.	Researchers generated initial codes independently from the transcripts and additional content/materials.
3) Identifying Themes	Collating codes into prospective themes, gathering all data relevant to each potential theme.	Researchers generated initial themes independently from the transcripts and additional content/materials.
4) Reviewing and Reflecting on Themes	Reflecting on the initial themes and identify if the initial themes work in relation to the coded extracts (Stage 2) and the entire data set (Stage 3), generating a thematic ‘map’ of the analysis.	The three researchers came together for several meetings to discuss identified codes and themes before generating thematic maps. Independently, researchers identified 10 themes.
5) Defining and Finalising Themes	Ongoing analysis to develop the specifics of each theme, and the overall story the analysis tells, generating clear definitions and names for each theme.	The three researchers collaboratively defined, refined, expanded, and removed codes/themes to develop final number of themes. The 10 themes [stage 4] these were collaboratively redeveloped into 3 overarching themes and 6 sub-themes [as part of stage 5]. A final thematic map was produced to illustrate how the data/findings underpin the themes illustrated in figure 2.
6) Writing the Findings Section-Chapter and Linking the Findings to the Existing Literature	The final opportunity for analysis. Researchers select compelling examples, final analysis of selected extracts, relating back of the analysis to the research question and literature, producing a scholarly report of the analysis	The three researchers collaboratively reflected on the final overarching themes and evidence before writing the findings section of the article. The researchers returned to the additional materials and variety of sources as part of the data triangulation strategy to reaffirm the themes and illustrate examples in the findings chapter.

Figure 2. Key themes identified from the thematic analysis – authors own.

Figure 3. The origins of the four political party brands in Jersey – authors own.

Table 5. An overview of the four political party brands in Jersey.

	Reform Jersey	The progress party	Jersey Alliance	Jersey liberal conservatives
Desired Identity-Position	‘Social and economic justice’ ‘New deal for Jersey’ Centre-left Established, track record Originally campaign group (2012).	‘Balanced policy for Jersey’s future prosperity and wellbeing, policies that will be delivered for good for every islander’. Centre-right, Big tent politics.	‘Pride in our Past. Purpose in our Future’. Centre-right, Opportunities, Investment, Open Economy, Current Government Plan.	‘Socially liberal, fiscally conservative’. Centre-right – ‘Not keen on ideology’ some say right-wing, some left-wing’.
Strategy	Traditional party (2014) Values – ‘Social democratic party, shared endeavour, opportunity for all, inclusivity, diversity, progressive policies/pledges’	Traditional party Values – ‘Transparency, accountability, delivery, housing, immigration and change’. Brainchild of leader.	Not a ‘Party’ but an alliance, team, group. Founded by 3 individuals – selective group – ‘can we work with them’.	Traditional party Values – Opportunity & enterprise, personal freedom, responsibility, fiscal prudence competent leadership.
Tactics	Traditional tactics Online tactics – Engaging events Evolved, clearer and now professional – STP.	Traditional tactics – posters, door-knocking, leaflets, hustings, social media All ‘in-house’ no specialists.	Traditional tactics – posters, door-knocking, leaflets, hustings – ‘all very artisan’.	Traditional – pop-up stall Some social media but no dedicated person Some market research.
Challenges andCompetitors	Progress – right-wing Alliance – ‘Party of Gov’. JLC – ‘right of Progress’ Competition ‘good’.	Alliance – main competitors Reform – admire – tried and tested. JLC – long-term coalition talks?	Reform – main competitors JLC – good, famous, businesspeople. Progress – no threat.	Progress – ‘Change’ Alliance – ‘Party of Gov’. Reform – communist types, young appeal, efficient.
Structure	Constitution and Whip System Regular meetings – Chair 150+ members, Youth-branch Free membership – or £2	Constitution and Whip System Limited resources 100 members Bottom-up, members driven.	Current Ministers in Government, No whip 3-tiered membership Selective recruitment.	Reaching out Trying to persuade people to join Committee-led − 9 individuals.

Figure 4. The political brand positioning toolkit.

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