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Beyond Branding is written by members of The Medinge Group

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October 17, 2005

The Māori Party lives the brand 

The Party in has opted to stay out of the -led coalition as the new government was formed today. And I have to admire its leaders for that.
   The Party’s co-leader, Tariana Turia, was once with Labour and broke away from the party over legislation that she felt was one step too far, attacking the , the country’s founding document.
   While some voters may have expected the Māori Party to align itself with Labour—certainly, commentators on election night did—it is refreshing to see Ms Turia and her team look to the long term in forging an identity of its own.
   It would have been too easy to just succumb to the establishment, as the New Zealand First party did, but this action reinforces the Māori Party’s already successful , one which attracted four seats.
   In 2005, it’s not enough to just play politics: you need clear differentiation. The once had it before it began to look institutionalized; now the Māori Party’s actions have distinguished it, and as a result, it has brought more light on the issues that affect Māoridom in general.
   I have always criticized the fact that if New Zealand has Māori as one of the two official languages, then why aren’t the or street signs ? That is what an immigrant thinks—so imagine how Māori must feel when it comes to a Treaty which offers them ‘joint sovereignty’, all while the system is a modified Westminster one imported from the UK? The first step is to act the —one which promises true differences for the Māori people and the fabric of New Zealand as a whole. Despite not being Māori, I am proud to see that.
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