In an election campaign maligned for few policy differences between the two major parties, political branding has become the new frontier for distinguishing visions amid a war of management speak, three-word slogans and the fight to claim party colours.

Stephen Dann, a senior lecturer in marketing at Australian National University, says Labor and the Coalition are now the political equivalents of Coca-Cola and Pepsi: two long-established products with plenty of advertising capacity but very little difference in substance.