Gordon Brown: an emotional lesson in PR

What we saw in his final moments as premier was the real Brown. A solid, reliable and honest man with genuine intentions who was at his best when speaking the truth - and, crucially, who was utterly incapable of being taken out of his comfort zone and sculpted into something he wasn't and was never going to be.

Labour's advisors must take huge responsibility for their party's loss of office for their ludicrous attempts to spin Brown into a dynamic, happy chappy with an inane smile. Oh the smile... Who knows how the electorate would have reacted to the real, brooding, serious Brown. After all, these are serious times. Certainly he's fared better in the public's affection since Alaistair Campbell arrived back on the scene with a back to basics approach.

It was definitely a case of too little too late for Brown, but the lesson for anyone else with a public profile to upkeep is clear: keep it real.

Nick Clegg's whole  electoral campaign was fought on playing the 'honest guy in the middle'. While a lot has certainly gone into moulding the David Cameron that's about to be made Prime Minister, he's certainly comfortable in his skin.

Brown lacked authenticity and confidence, and so, ultimately, credibility.

In business, even more so than politics, no matter how you attempt to project your capabilities, there needs to be an underlying truth and honesty for you to be believable and for people to trust you.

Don't fall into the Labour Party and Gordon Brown's trap of pretending to be something you're not: it'll only come back to bite you.

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