This party political conference season comes at a time when the general leadership landscape feels strangely bereft of vision, initiative and inspiration. Yet how many delegates and voters feel engaged by the ritual?
David Cameron, for example, has called for a “can do” spirit. Yet the audience will see very little to invigorate them and precious little “doing”. There are many similarities between party political conferences and corporate events, don’t you think?

We see speeches written for the file and delivered in order of leadership hierarchy; attacks on the opposition to deflect attention from the absence of strategy; lectures from lecterns delivered to passive crowds; communication teams who SOS (“send out stuff”) aimed at internal marketing post event; and insincere and self congratulatory photo calls and hand clasping.

These assemblies have become rituals with little relevance to the end stakeholder, the voter. Party membership rarely increases as a consequence and voting has been steadily declining for some time.
Similarly, many employees and paying punters are disenfranchised rather than energised by gatherings. Why? Well, a clue is in the famous Cole Porter song: it’s just “another opn’in of another show”.

We’ve just completed another high profile brand champions engagement event to rave reviews from our client. As ever, the seemingly seamless delivery by the fab facilitation team and beaming faces belies the road of trials that eventually culminated in the gathering. While it was a powerful, educational and inspiring “show”, engagement can’t be achieved with a one off, a cathartic entertainment. The principles have to be role modelled daily if the effects are to last. The culture has to evolve to embrace engagement principles perpetually.

Fortunately the road of change for these champions is going to be made all the easier by their colleagues, comrades and allies. They include the classic brand engagement trio of HR/Marketing and Comms with strong MD/CEO support who all led by example at the gathering. They will be sustained by compelling communication and the promise of a campaign mentality

The champions event was an important, but not defining stage in the engagement programme. It was a classic and energising milestone in the journey. But the real adventure really does start once the applause dies down. If only the politicians could learn that lesson.

Ian’s second book, Brand Champions is available now