Young, modern, energetic, Cameron and his election are taken as the symbol of conservative change. A closer analysis of his speeches qualifies these statements. The party is still divided and traditionalism is still dominant. In a favourable context, Cameron seems to give credibility to conservative change. However, the effectiveness of the change is questionable. Using ethos and pathos, David Cameron is more than the new leader but a part of the new party brand. His speeches build-up a public profile, thereby placing himself at the heart of providing credibility to the movement for change.