A Liberal policy problem?

A section from Political Marketing in Canada:

“…The minor importance given to political issues in Canadian politics is thought to have less to do with voters’ lack of interest in issues than with the consequences of the choice by the major parties to engage in brokerage politics. This situation results from a fragmentation of the Canadian electorate, which encourages parties to elaborate a strategy based on leadership and managerial competence. ….The so-called presidentialization of Canadian politics reflects the increasing focus on parties’ leaders rather than their teams, policy ideas or local candidates.” – Yannick Dufrense and Alex Marland. The Canadian Political Market and the Rules of the Game, page 24.

What do I infer from this passage?

1) Policy matters less than party members and pundits believe. Can anyone outline a specific policy that propelled Jack Layton to victory? Obama’s success in 2008?

2) The Liberal party faces a PR and marketing crisis, not lack of policy. Focusing time and effort on creating “better policy” ignores the importance of image and message. Framing a position matters as much as the policies they promote.

Finally, I challenge you to find a swing voter who read and analyzed each party’s platform…