We think of leaders as brands and even parties as brands, therefore we fall into the trap of substituting slogans for proper debate. The danger is that our political leaders are diminished. It is a very destructive cycle… And one of the implications of it is we are either going to see good people in politics tarnished by it or diminished by it or we are going to attract a different kind of person to politics and political leadership – the kind of person who really does want to be a celebrity and is a media tart, rather than people who are driven by passions about making the world a better place.