Why Did the BC Liberals Change Their Name to BC United?

BC United Leader Kevin Falcon Responds

BC United Leader Kevin Falcon provided insight into the party's decision to rebrand from the BC Liberals to BC United.

This name change, which took place in April 2023 following a membership vote, was intended to refresh the party's image and address concerns about perceived affiliations with the federal Liberal Party—a concern among some Conservative supporters.

However, according to a recent article from the Langley Times, the rebranding has not fully resonated with the public. Internal polling conducted by BC United revealed that 30% of British Columbians were unaware of the name change. In response, the party is preparing to apply to Elections BC to have "formerly BC Liberal Party" included on the ballot for the upcoming October 19 election.

This move is seen as an effort to remind voters of the party's legacy and achievements under its former name, such as the construction of key infrastructure projects like the Sea-to-Sky Highway and the Port Mann Bridge.

Elections BC has stated that while the Election Act does not specifically prohibit a party from listing its former name on the ballot, any formal application will be reviewed under the Act's requirements.

This request highlights the challenges BC United faces in ensuring voter recognition and maintaining its political identity amidst a competitive landscape.

Former Liberal cabinet minister Mary Polak remarked that the move to include the former name on the ballot suggests a level of concern within the party about its prospects in the upcoming election. The comparison to the late musician Prince, who famously became "the artist formerly known as Prince," adds a cultural touchpoint to the discussion, underscoring the complexities of rebranding in the public eye.