Voters simply don't like leaders to feel 'entitled' to govern. So no-one should be surprised that the public was waiting for Brown to fail, especially once he declined to seek a mandate through a general election.
Moreover, shouldn't someone in Number 10 recognise the fundamental PR error of giving your audience mixed messages? Either David Cameron is the 'Tory toff' or he's the 'used-car salesman' that Brown called him at Prime Minister's Questions.
Which is it? Given that all politicians are salespeople - for themselves and for their party's policies - who decided this was a vote-winner against Cameron?
Mixed messages, confused targeting and Gordon Brown absolutely being himself - the opinion polls and popularity ratings demonstrate exactly what that combination has delivered.
Sharon Pink, director, Screen Idol PR.