“We’re a bit shaky and wobbly”

So says David Cameron, who – in promoting an image of himself as someone with a good image – has now become a human metaphor for political spin. He’s turning himself into a brand whose USP is that it is a brand. (Oh yes, and it happens to be the intellectual property of the Tories. But never mind about that. Look! Shiny!)

Would you buy a used party from this man?

I should say, in fairness, that the above quote is about his new ‘webcameron’ blog rather than his leadership credentials or programme for government – but to credit the man, I think it’s a soundbite with legs.

He adds: “Watch out BBC, ITV, Channel 4, we’re the new competition.”

Now, even new Labour, for all its media obsession, never actually identified itself as the media. But this raises a tricky question: if the Conservative Party is becoming a commercial media outlet to rival ITV and the rest, will it be subject to the same broadcasting regulations on political impartiality?

A most daunting thought. If that were so, then Cameron would be restricted from advocating any specific policies, and –

Oh. I see…

Shaky. Wobbly.