Mr Brown

What can I say. The Gordon Brown we all know is the solid background Scott. We are aware of power struggles, controlling tendencies and other shenanigans, but his Personal Brand has overall, been consistently dull. And now the need to win hearts and minds. To become more statesman-like.

And I watch this struggle with interest. His camp and adviser's reeling with each attempt at growing his brand. Hell, they should know that brands are built on authenticity, consistency.

And Sarkosy seemed to show just how thin this Brown veneer of appeal is. Sarkosy talked of the 'love affair' between France and the US in a way that only the French can do. And authenticity shone through. Brown on the other hand appears to be as dry as a desert, stumbling through without a water source.

So we watch and wait... how will this brand pan out, what will finally sit well?