In 2011, when the Liberal Democrats’ poll ratings had fallen to 10 per cent, Nick Clegg ordered a rebranding exercise, even looking at whether the party's name should be changed to distance the Lib Dems from their betrayal on tuition fees.
Today, the Lib Dems are still polling around 10 per cent (on a good day). But what about the name change? On the Sunday Politics Clegg offered up a vision of Brexit that would mean staying in the single market and the customs union, paying into the EU budget, keeping free movement and accepting the supremacy of the European Court of Justice – prompting Andrew Neil to say: ‘Your party's called the Liberal Democrats. Many people watching this will think maybe it's time for a rebrand. Just drop the “Democrat” bit.’
Clegg's response? Silence. Sounds like the rebrand is off the table.