What will it take for a new political brand to succeed?

The British population may be disillusioned with politics but it will still take something special for people to break traditional voting habits.
Changing voter loyalty patterns could be the biggest marketing challenge for the new kids on the block, The Independent Group.
It was formed last week by eight former Labour MPs and three Conservatives, with more MPs indicating they could follow suit. The group has yet to register as a political party, but when it does it must woo those whose pol