Nick Clegg - I'm guessing the party has a new marketing boss or something - has been told that he needs to "rebrand" the Liberal Democrat Party.
Last week, Liberal Democrat MPs were summoned to a meeting to be told that "external brand experts" had been hired to try to boost the party's standing with the next general election still more than three years away.
In a further internal move, Mr Clegg has recruited a party donor and millionaire accountant, Neil Sherlock, to run his Cabinet Office team with the title of director of government relations.
Aha, not a marketing director - worse, an accountant!
And the strategy appears to be that old Lib Dem stand-by - taking credit for things they didn't do (a sub-set of their usual dissembling and unpleasantness). Starting with the abolition of slavery:
MPs should also, they were told, claim more credit for "Liberal" achievements of the past such as the abolition of slavery - even though the leading abolitionist, William Wilberforce, was an independent MP.
And let me just correct the Daily Telegraph there - Wilberforce was, of course, a Tory.
However, in the interests of a coalition partner, let me suggest how the Liberal democrats might resolve their problem. It seems to me, a humble observer, that the party might do better if it:
Stopped laying claims - whether locally, nationally or historically - to things it had no hand in (this applies equally to the filling in of potholes, the abolition of slavery and the introduction of universal suffrage)
Started being a liberal party - you know one that actually believes in liberalism rather than the statist, social democratic, nanny state party it is at present