Brand Boris aims to make a capital gain

With a lucrative broadcasting career, a £250,000-a-year column at the Daily Telegraph and a fledgling career as an MP, some might think that former Spectator editor Boris Johnson has more than enough on to keep himself busy.

So why has he decided to spend the next 10 months trudging around doorsteps in London boroughs far from his native Kensington in the forlorn hope of unseating Ken Livingstone?

A task akin to running against Kim Jong-il.

One mischievous Tory MP shared his theory about the campaign with one of Axegrinder’s chums in the Lobby: “All the media coverage will be good for his brand.”

Boris kicked off his campaign with an exclusive piece written for the Evening Standard which explained his motives in terms which seem that he is less than confident of achieving total victory: “I am doing this because there seems a real risk that the present incumbent will just walk it again.

“That would be bad for our democracy, and bad for London. A city as great this deserves a great debate, and a proper contest for its future.”

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