UKIP has what marketing people call a USP - a unique selling point. The USP is that they are the only political party which advicates withdrawal from the EU. Their leader Nigel Farage believes that if they are to make any further progress they need to broaden out their policy platform. He also believes that the party needs to get away from appearing obsessed by the European issue (which is, after all, why they were formed in the first place) and wants to change the Party's name to The Independence Party. This change was planned to be made before the May elections. However, Farage is meeting resistance from his core support and has had to abandon the plan in favour of a wish to "assert the concept" of 'independence'.
But what's this? The Party which proudly eschews focus groups and opinion pollsters (mainly because it normally can't afford them) has announced that "research had been commissioned into whether to permanently change the party's name, colours and pound logo."
In some ways that should be a plus for them as it implies a certain professionalism which was clearly lacking before. However, it is another sign of them moving away from idealism and becoming just like the three main parties - or at least, that's how many of their supporters may see it. More HERE.