Reshuffle 2014: Beware the revenge of the ‘Uglies’
There are two reasons why David Cameron’s cull of the ‘Uglies’ – the Conservative ministers who don’t perform well on camera – had to be so vast. The first is that the Tories need an unprecedented increase in support in order to secure an outright majority – but they have a weak brand that doesn’t appeal to the electorate. With the exception of David Cameron, Tories don’t appeal to the public – because they don’t look like them. That’s something that couldn’t have be fixed with a little light pruning, lopping off just one or two grey-haired junior ministers. The second is that Cameron needed new, different faces to take advantage of Labour’s vulnerabilities.
