When Jeffrey said 12 months ago that he wouldn’t go back to Stormont and allow Michelle to become First Minister, she could have taken the hump. Instead, she used the downtime to work on brand development. Brand Michelle as well as Brand Sinn Féin. Her delivery changed. Fewer words per minute. The slower pace meant more people, southerners included, could understand her. More importantly, the message softened. Consistently she talked about wanting to be a First Minister for all the people. On the recent April afternoon when the Sinn Féin speaker of the mothballed Assembly Alex Maskey hosted a Good…

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