Since his rise to the Tory leadership, we have never known what Brand Cameron really stands for. Political brands are built around a strong personality, a clear position and a simple narrative. Dave may have an affable personality, but his position has never been understood. In the past, this was an adroit way to build complex coalitions. During the last election, he de-toxifyed the Tories whilst keeping the right of his party in check. As Prime Minister, he has papered over the cracks with his easy charm and wit. But events, dear boy, have caught up with him, exposing a brand that's long on style, short on substance.