Managing your brand requires calm pragmatism

Anyone in Australia will be done to death with the John Howard v. Peter Costello saga. I like both men, and would vote for either. In fact I have a particular fondness for Costello (as wierd as that might seem) and would love to see him as the PM one day. Unfortunately for him, I think that Jeff Kennet's erudite words are very accurate:

The former Victorian premier says Peter Costello would jeopardise the federal Liberal Party's re-election chances if he tried to force a leadership showdown.

Mr Kennett said Mr Costello did not have the support of the public and was not "owed" the prime ministership.

"What I think this does is damage Peter's brand. Peter will one day potentially be the successor," Mr Kennett said. (SMH)

Of course Kennett knows a thing or two about being ousted from leadership, and then coming back. He also knows a thing or two about shooting yourself in both feet. Costello could do worse than to look to Jeff for advice, rather than the more obvious parallel of the Hawke/Keating dustup.