Every political party invests considerable resources defining its position on the political spectrum. Much like any business the manifesto of policies is the product that they have to sell.
However like businesses, that product generally remains a mystery to the average member of the public. It is the window dressing - the brand, the advertising, the endorsements - that determines whether that product succeeds or fails.
In this year's elections a number of events transpired to change the public perception as to what product was being offered for sale.
Interestingly it was not changes in policies, but the change in the circumstances surrounding party leaders, that had the greatest influence on the voting public.
First to lower the Greens 15% market share to 5% was Co-leader Metiria Turei's admission of benefit fraud as a young mother on the DPB.
Similarly the "release" of "information" into the marketplace that Winston Peters had been pocketing more than his entitlement to Superannuation saw the NZ First market share plummet from 12 to 7%.
Bucking the downward spiral, was the Labour Party's decision to replace a tired white male with a fresh faced female. It was the stroke of genius. Support of 24% under Andrew Little's leadership skyrocketted to over 40% with the arrival of Jacinda Ardern.
The message is clear. Whilst you need the credibility of a product to sell, there is a better return on investment if you focus on marketing the wrapping, rather than the contents of the parcel.
Whilst Gareth Morgan may promote his understanding of economics, the millions that he has put into promoting his TOP party as having the "best policies",would have shown a far better result in the elections had he understood the message of Ardern's meteoric rise in popularity.
The public wanted Generational change, and this is not a policy - it is the reality of putting young people in charge.
The anti nuclear generation has retired and it is now time to recognise our youthful concerns for our changing climate.
We are so very fortunate to live in a land of opportunity - a country that can move beyond the status quo - a country that created the welfare state and recognised the rights of women and minorities.
A country for which we can all remain proud.