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48 with long hair, riding bikes with baskets in the front, not caring about their appearance. But he also said that as a brand, they have been very savvy, especially when it comes to visual communications. “The other parties come off as stiff and boring, while the Green Party appears as fresh and exciting”. He also said that they had been very good at using symbolism that appeals to the voters and uses the example such as the mantra to create a cleaner planet symbolized through bicycles and youths riding on them.

But he also speculated that because the Green Party has been so skillful in the creation of their visual image, they had been able to perform very well in the Oslo City Hall election, based on a fairly shallow understanding of the Green Party as a brand by the voters. Something that could become perilous in the long run when they, like most brands, need to document that their brand is able to live up to its promises and expectations.

Lisa also saw them as a very alternative group in the political landscape, and in her opinion, the Green Party has received more attention for specific policy issues and the politicians themselves than the political party had. And in that way, “they are very strong on the branding of politicians, and for a small sized party that may be the way to go”. They had also been successful in creating big brand awareness amongst the voters and that most people recognize the brand and what they stand for when it comes to the environment. Lisa had strong associations to the way she perceived the party members to dress and look. Their image is of young, urban people, who ride bicycles to work and are “kind of ecological” and in tune with what she referred to as “trend values”. Also associated to politicians themselves was the behavior of the people in the Green party. As much as the internal stakeholders emphasized that they did not try being saints, there was clearly a gap between the internal and external groups in that the public relations professionals heavily criticized the people of the Green party for not “living as the preach”. This contrasts with how both Laurie and Sindre were clear in that they, or the other people in the Green Party, in no way thought of themselves as morally superior or friendlier towards the environment than the average voters. But as much as the internal stakeholders emphasized that they did not try to be saints, there was clearly a gap between the internal and external groups in that the public relations professionals heavily criticized the people of the Green party for not “living as they preach”.

The image of the party had both gaps and some contrasting views between the two groups. The party, in their quest for a greener planet, appears to come across in the eyes of

49 the public relations group, as a party that bans and outlaws practices that do not harmonize with the vision of a greener planet. Frequently mentioned was how the party makes it very difficult to own and operate a car. This appears to give the party a kind of “finger pointing”

image for the public relations stakeholders. And because of the latter, the image of the party could be in danger of becoming that of a party which uses negative reinforcements to reach policy goals. If this is the case, the party should consider trying to shift focus to more positive ways to reinforce the environment, for example by offering better alternatives rather to ban and outlaw current practices that do not fit in with making the planet greener. In many ways, I find that it can be argued that the image of the Green Party, as perceived by the stakeholders, appear to be an extension of the party’s culture. In the way the party looks, but also in the way they come across as a more laid back and young, hip and idealistic party.

The image, as described by both the internal and external group was also that of a young, fresh and exiting party. But additionally, the external group also described them as

“utopian”, student activists and fairly naïve. This is contrasting and interesting as the image of the party can be decoded in different ways. A brand is co- created, but the brand as young and exciting that is cultivated by the party can be understood in a completely and not so flattering way by the receivers who can decode the image as a party which is inexperienced and naïve.

However, the image can also be two sides of the same coin. If the Green Party has an image of being young and fresh, this could also be part of the appeal of their image. Perhaps the image as young and idealistic which paradoxically also becomes an image of

inexperienced “utopist”, has been as asset when the party was in opposition. But once the party has made the transition from a young and oppositional party to a party in a real position of power the same characteristics could become “utopist” and take on a more negative form. If that sort of brand image has had an appeal in the formative years of the party, it could be that now that the party is in a position of power, they need to adjust the image in order not to be seen as utopist or naïve or incapable of ruling in the city of Oslo.

But it could also be that this youthful and fresh image is a part of the Green Party’s brand that resonates with large segment of voters and is an asset that helps the brand differentiate from other brands; they need to be a movement but also be responsible and capable of governing.

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