On the streets of Auckland, everybody's heard the word. John Key is out as Prime Minister.
Now, three ministers have thrown their hats in the ring for the position - but who has the brand recognition to make it in?
Health Minister Jonathan Coleman's brand needs some resuscitation if Newshub's street poll is anything to go by. No one seems to know him.
Even Bill English - the man in charge of balancing the nation's check book and the Prime Minister's pick - was in a recognition deficit.
Judith Collins, Paula Bennett, Simon Bridges and Amy Adams also failed to be remembered.
Experts say politics is like buying cereal - people go back to what they know. And if the candidates can't improve, they'll struggle.