The Conservatives’ brand is being taken to the cleaners. According to Lord Ashcroft’s focus groups, the words and phrases most often associated with the Conservative party right now are 'untrustworthy', 'for themselves', 'out of touch', and 'for the few'. The Conservatives are at risk of becoming the Nasty Party again. Given all the years spent detoxifying the party’s brand, how has it come to this?  The reputation of every governing party suffers with time, but the Conservatives seem to have a particular knack for being seen as heartless the longer they are in office. At a time when households are struggling, the Conservatives find themselves in a position where despite spending £37 billon to help, they are still seen as out of touch.