Long before the dawn of the new year it was obvious that imagery was likely to be given renewed emphasis on the political and trading stages during 1997. After the leader of the opposition had set out to prove he really is a man of the people by appearing on the Des 0'Connor television programme (Tony Blair was the one without the suntan), Asda's fresh approach ­ in every sense of the phrase ­ made it the darling of the City. As our News Analysis feature on page 6 illustrates, the multiple's fresh food range lifted half year sales by 15%, with meat, produce and in-store bakery operations proving to be the biggest boosters. The company turned in a set of financial results which ought to stand its chairman, potential Conservative MP Archie Norman, in good stead when the top jobs are handed out after the Election. Meanwhile, our Letters page this week suggests that the debate surrounding the loyalty card concept ­ a route along which Asda has so far refused to follow its competitors ­ shows no signs of slowing. With comments likely to raise eyebrows in other parts of the trade, an Asda manager casts doubt on the cards' effectiveness. But while his firm's "alternative" freshness formula is delighting its nineties shareholders, it should be remembered that the theme has always been apparent in the superstore company's units ­ having been conceived in those long-gone days now recalled so vividly in its latest TV ads. Although, thankfully, the commercials stop short of using an Emily Brönte look-alike to project the warm feeling of Yorkshireness, they accurately display the origins of a firm which, although once suffering chequered times, is striding confidently towards the millennium. Loyalty can be won in many ways and it will always be down to imaginative image makers to effectively project a magnetic mix before consumers. But given the economic uncertainties which are likely to precede, and almost certainly follow, the General Election, retailing profitability in 1997 will need to be as much about customer cards as crisp lettuce, safe British beef and freshly baked bread.{{NEWS}}