Actually, I thought his point was pretty clear. The Conservatives have successfully branded Liberalism. Its not about ideas or freedom or personal responsibility or Government waste or personal finances. Its about branding, and most of the great unwashed masses have fallen for it.
I think thats pretty funny because his whole article reeks of the elitism that is prevalent in Liberal thinking. i.e. that most people are too stupid to see through a slick marketing campaign, unlike the good professor.