Businessman, Bob Brannan, questions whether Scotland is being sold down the river

At a time when the Scottish economy faces the twin threat of a potentially deep recession along with intense competition from emerging nations and whilst the land that we inhabit is under siege from global terrorism and damage to our ecosystem from the excessive use of fossil fuels, not forgetting to mention that we are among the unhealthiest peoples in the civilised world, our politicians are consumed by a debate over whether or not Scotland should be independent from Westminster rule. talk about rearranging the deck chairs on the titanic! Instead of focusing on how we work together with the rest of the UK to tackle these fundamental threats to the way we live, our politicians are busy alienating our greatest allies, the English, with whom our fortunes always have, and always will be, inextricably linked. If I were English, living in England, having to listen to all of this claptrap, I’d be volunteering to help rebuild Hadrian’s Wall. If I were English, living in Scotland, I’d be hightailing it south of the Border as quickly as I could. But I’m not. I’m a proud Scot, living in Scotland, a card-carrying member of the tartan Army who’s equally proud to be British and who’s embarrassed by all of this xenophobic, chip on both shoulders trivia.

I’m tired of the irrelevant circular arguments over the Barnett formula and who owns North Sea oil revenues. the fundamental issue with public spending in Scotland is that there is way too much of it. No right-minded person would argue against a better health service or provision of care for the elderly, but the increase in public sector employment in Scotland in recent years is nothing short of scandalous. the Scottish Parliament has, since its inception, fuelled much of this increase in bureaucracy. And what have we had in return? Have our lives been enriched by the recruitment of all of these additional pen pushers and politicians?

On a personal basis I have little time for politics or politicians. I believe in the old adage that politicians are like monkeys, the higher they climb the more they show of their least attractive features. So why am I getting so agitated? I am getting agitated because I don’t want independence and I fear that Alex Salmond is the biggest threat to the Union since Bonnie Prince Charlie. As a politician, the man is a genius. He is running rings around the other party leaders.

Why is this?

Firstly, he talks with true conviction. I may not agree with his politics but he is unequivocal in what he stands for, what he believes in. Consequently, he exudes integrity. How many other current political leaders could we say that about? Personally, I can’t think of any. Gordon Brown is making a valiant attempt, but his personal history lets him down.

Secondly, Alex is outstandingly charismatic. He is a brilliant communicator and comes over as a man of the people. Anyone who has been in his presence either on a one-on-one basis, or in a wider audience, cannot fail to have been struck by how down to earth he is. He uses humour brilliantly, particularly against his opponents. He comes over as a master in the art of common sense, whereas all of the others just seem dogmatic and self-serving.

Thirdly, and perhaps most importantly, he has what the marketing people would call a point of difference relative to his competition, independence, and he uses it brilliantly.

Allow me to elaborate.

Since Margaret Thatcher deployed Saatchi and Saatchi, the political parties in this country have increasingly been using professional marketing techniques. In a private company, marketing involves doing market research to discover what target consumers want and then tailoring the product or service to suit. In a political context, the market researchers ask the target group – typically the mythical floating voter what it is they want and then develop policy to suit, apparently regardless of what the party has previously stood for.

The various market researchers employed by the big parties are all talking to the same people – these floating voters, consequently they all end up having the same policies. So, it is irrelevant as to whether Alastair Darling or George Osbourne brought us the big idea on Inheritance tax. In reality both parties got it from the public. Labour and the tories now have pretty much the same policies on most things, their only point of difference is that the tories can accuse Labour of getting us into this mess and Labour can say that the tories don’t have the experience
required to get us out of it. Just like 1997 with the roles reversed.

But the SNP have not only their point of difference (independence) they also have what all marketing people will tell you is essential to having a successful brand, to own a word in the minds of the consumer. Coke owns “refresh”. Volvo owns “safety”. BMW owns “driving”. the SNP owns Scotland and Scottishness in the minds of the electorate. Anything bad that happens affecting Scotland can be blamed on Westminster, the London-based parties and their hapless Scottish leadership.

Alex is a brilliant marketing man. As I have said, he is absolutely running rings around the opposition parties, despite not having a working majority or a clear mandate, following the election night fiasco that made a mockery of democracy in this country. He even makes capital out of this debacle by reminding us that he didn’t create the mess, although deep down he must recognise that he probably benefited from it.

I personally witnessed his impact on the Labour party at the recent CBI Scotland dinner. I was sat at a table next to a group of former Scottish Labour Ministers. Whilst, from the podium, the bold Alex charmed the business leaders with his wit and wisdom and had them rolling in the aisles, this group sat torn-faced, like a group of small-minded, mean-spirited numpties. It was of little surprise to me to read that Wendy Alexander’s PR man was reduced to shouting out the “c” word whilst Alex spoke at last week’s Politician of the Year awards. I suspect if some of her
colleagues had been afflicted by tourette’s they might have joined in the chorus.

So, ironically, Alex on a personal basis wins the Presidential vote, but is there any substance, either in terms of policy or personnel, behind Salmond’s leadership? Personally speaking, I don’t think so.

His cabinet members are no more inspiring than the senior members of the other parties. As for SNP policies, aside from independence, it is not clear what they stand for relative to the rest, although in fairness they seem no worse than the other parties and, notwithstanding their failure to earn a true mandate from May’s election, the SNP probably deserve their shot at governing Scotland.

However, can we seriously believe that an independent Holyrood can represent our interests better than Westminster on the international stage? As my teenage daughter would say - “puleese!” the argument that Ireland is doing better than Scotland is an absolute myth. And as for an independent seat at the table in Brussels making all the difference, what a joke!

The majority of Scots would tend to agree. Recent opinion polls suggest that only around a quarter of us would support independence. Yet this constant introspection over independence is seriously affecting our relationship with the rest of the UK, particularly England, creating much bad feeling.

Therefore, I would suggest that we hold this referendum as soon as possible, put it to bed and get on with what the vast majority of Scots want – recognition that we’re different to the other parts of the UK, but still want to be a part of it. A bit like texas within the USA or Bavaria within Germany.

But Alex doesn’t want an immediate referendum. He knows he’d lose. And like all able marketers, he is careful to choose his battlegrounds.

So the debate will rumble on, we’ll continue to alienate our nearest neighbours, hostility will grow, emotive arguments will develop and we will do what many nations have done in similar circumstances, we will start fighting among ourselves. there will be calls for an independent Fife. Orkney and Shetland might decide that they want independence from Scotland and take the bulk of the oil revenues with them and where would that leave the argument over how to fund the bloated Scottish public sector?

And so I would say to Mr. Salmond, please demonstrate some GENUINE integrity and have a referendum now and agree to live by the outcome. And if my view is proved to be correct, that Scots will reject independence, the SNP can get on with governing Scotland within the current parameters and we can judge them on the quality of the job they do and perhaps in ten or fifteen years time Alex or his successor can then persuade us of the case for independence based on track record rather then on conjecture and we can hold a subsequent referendum.

But at least until then, we can win back our friends in Liverpool and Newcastle and get on with tackling the real and common problems that face Britain and the world in general and can save our patriotism for those great days at Hampden or Murrayfield when we collectively demonstrate the passion we have for being Scottish.

Bob Brannan is a businessman who has led several of Scotland's international companies including William Grant & Sons and Whyte & Mackay, the latter of which was sold to the UB Group of India in May of this year at which point he exited the Company.  He is currently seeking to invest in new ventures whilst maintaining his role as Chairman of Dundee FC (and of course footsoldier of the Tartan Army!) 

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