David Cameron has overseen a rebranding of the Conservative Party based largely on a pun.
And what else do you conserve, apart from wealth?
"The established order!"
"Very small rocks."
Ah, but we can't very well have jam as our new logo. Neither shall we reinvent our party around the principle of jam.
Good! And why do people like the environment?
"Because... it's made of... trees?"
Exactly! So, logically...
"If we... become like trees... people will like us."
We shall use my larger crayon!