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Hovis, Cadbury's, Lurpak among household brands deemed more charismatic than UK political leaders, says JKR/YouGov

Nigel Farage is the most charismatic leader of the top four political parties but is surpassed in popularity by leading household brands, according to research commissioned by branding consultancy Jones Knowles Ritchie.

The YouGov-conducted survey of 1,834 adults quantified the charisma of Farage, David Cameron, Nick Clegg and Ed Miliband against well-known brands, showing just how poorly liked the UK political class is.

A total 41 per cent of respondents agreed that Nigel Farage is charismatic, followed by David Cameron who was liked by a quarter. Only 16 per cent agreed that Miliband and Clegg were charismatic. Among those voting for the leaders' respective parties, Farage’s popularity surged to 80 per cent, Cameron’s 54 per cent, and Clegg and Miliband hit 39 per cent.

Lee Rolston, strategy director at Jones Knowles Ritchie, said that leading brands such as Lurpak, Hovis, Cadbury’s and Fairy typically scored over 60 per cent charisma, which none of the political party leaders managed.

He added: “Either [politicians] aren’t allowing their true personalities to come to the fore or that today’s breed of leader doesn’t possess that X-factor to get them noticed and chosen.

“Indeed, such low scores for the politicians suggest that today’s leaders don’t have the natural magnetism and aren’t able to portray their character effectively enough to connect with the voters.”

Rolston concluded: “It is achievable – just think back to Kennedy, Thatcher and Clinton, or indeed look to the brands we know and love.”

Hit the link for a look at how the UK media attempted to sway opinion on election day.

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