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We outline the history of the UK Liberal Democratic Party (LibDem) and the context of the 2001 UK General Election and show how the strategy for the General Election campaign evolved within the party. The article traces the presentation of Charles Kennedy MP as the new leader of the Liberal Democrats, the allocation of campaign resources and key events impacting upon the campaign. Particular consideration is given to the branding aspects of the leader role and the interaction between the party and leader in establishing the public perception of the LibDem brand.