The process is unique in the Swiss political landscape: the CVP decides on a change of party name by ballot, i.e. in a grassroots democratic manner ( persoenlich.com reported ). Around 60 percent of party members are in favor of removing the much-discussed "C" from the party name. The Christian Democrats will now be called "The Center", assuming approval at the delegates' meeting at the end of November. But wait: the decision only applies to the national party. The cantonal parties are free to stick with the high "C".
Can this plan work from a brand strategy perspective? Will "Die Mitte" manage to inspire new voters? First of all, it should be noted that "Die Mitte" is a completely unsuitable party name. The china rcs data painter of the century, Anselm Kiefer, once described gray as the color of indecision. The same applies to the term "Die Mitte". It is gray on gray, programmatic indecision and lack of profile. The party name stands for a vague unease with strong, extreme positions. But just like a brand, a party also needs rough edges if it wants to occupy its place in the political arena and build a new following.
A brand is always an expressed will. The federal decision-making process in the CVP is the opposite of this and will lead to fragmentation rather than a new beginning in the party, because it is foreseeable that Valais, for example, will stick with the traditional party name. In politics, the middle arises entirely on its own, namely through compromises that are made. You don't have to vote for the middle, the middle just happens anyway. The Green Liberals are a good example of this.