The document analyzes and compares the leadership qualities and campaign impact of four UK political party leaders using a framework that evaluates them on six core segments: influential, personality, appearance, marketing, communication, and tenacity. It provides profiles for each leader, assessing their backgrounds, campaign strategies, communication styles, and strengths/weaknesses. The profiles indicate that Nicola Sturgeon performed best overall, showing strong leadership and debate skills, while Ed Miliband struggled with some campaign issues and public perception problems.

2. Putting policies and manifestos aside, this
Impact Analysis looks at the party leaders.
People buy people first. So which of the leaders
made the biggest impact using the Strategic
Impact Process.
How do the party leaders results compare to
their impact levels?

3. THE SIX CORE SEGMENTS THAT IDENTIFY YOUR
STRENGTHS AND WEAKNESSES IN THE MARKETPLACE

4. Having graduated as lawyer she was elected to the Scottish
Parliament in 1999 and has a proven track record. When she
became Leader her influence substantially increased.
Like any political party she has strong media coverage and with
focus just in Scotland gave her and advantage.
During the debates and the media, she showed herself as highly
principled and strong charismatic woman, something the Alex
Salmond seem to lack which makes her very likeable.
She has clearly had a makeover makeover and she now looks
more approachable than previously, without it being
counterproductive. Her styling has become more elegant showing
a strong feminine woman. It would not be surprising if she had
modelled Hilary Clinton.
Her communication skills are powerful and strongly delivered as a
presenter, media interviewee and debater; this is where she
showed how formidable she was.
She showed a strong level of mental strength displaying a
confident determined performance in her campaign.
IMPACT Analysis
Influential
Personality
Appearance
Marketing
Communication
Tenacity

5. As a prime minister he established himself as a strong leader
and had a reasonable track record. An educational
background of Eton and Oxford, although could be
counterproductive has been a huge asset.
He fought a determined campaign and made himself visible.
He was well advised to avoid certain televised events which
did appear to be negative, yet was most effective as people are
more influence by fear.
His personality doesn't always come across as authentic and
can lack empathy making him unlikeable. He is however very
quick witted, assertive and the best leader of the bunch.
He is a smart dresser, looks physically strong, tall and is not
unattractive making him very electable.
He is a very skilled communication, good tone, powerful voice,
his only flaw in the media is his evasive answers. He needs to
at least appear that he’s answering the questions before
bridging to his message.
Incredibly mentally strong, he proved to be the strongest of
the leaders and his confidence that exposed Ed Milliband as a
far weaker of the two. He is prepared to make unpopular
decisions to get the job done.
IMPACT Analysis
Influential
Personality
Appearance
Marketing
Communication
Tenacity

6. Ed has got a very good educational path including Oxford
University and LSE, then working in the treasury, although he
was partly blamed for the economic mess.
On his marketing there were some issues on his media
attention and photo opportunities that cost him. Although he
was visible, his facial expressions at times made him look
comical rather than serious.
He is has many positive traits. Taking on his brother made
him look bad, even though he did nothing wrong families
should be seen to stick together. To the public he comes
across as geeky and unappealing.
His appearance matched the other male leaders as they we
all almost identical in their style yet his resemblance to the
Wallace the cartoon character was damaging.
His communication skills were adequate but his body
language seemed more uncomfortable rather than natural.
Sadly his speech impediment meant his communication just
didn’t flow.
His tenacity can not be questioned by taking on all comers
regardless. He came across as lacking confidence which is no
surprise after regular slating in the media.
IMPACT Analysis
Influential
Personality
Appearance
Marketing
Communication
Tenacity

7. Nick has also has the right track record for a politician by
his attendance at Westminster School and later Cambridge
University. His only let down being that as part of a
coalition he became the deputy and so was always going
to be number 2. This is where he lost some influence by
being part of a weaker party.
He was visible in his marketing campaign even selecting
more comical events in an effort to spread his word.
He does have a level of charisma with a witty dry sense of
humour making him likeable. His big let down was losing
trust by entering into a coalition.
His attire was in line with that of a politician and is smart
and clean cut. Wearing a yellow tie, is not seen a serious
colour which is not ideal, but has to live with it as the Lib
Dems brand colour.
His communication skills are strong and his performance
on the television debates in 2010 are still a topic of
conversation.
Although tenacious being in a smaller party, he has to
show greater resilience and strength giving the view of a
strong mental toughness.
IMPACT Analysis
Influential
Personality
Appearance
Marketing
Communication
Tenacity

8. WHAT DOES YOUR PROFILE SAY ABOUT YOU?
www,impactfasttrack.com