You're right helen, not empty, but Hollow

PM: We’re not an empty brand – 12 Apr 2008 – Politics: New Zealand Political News, Analysis and Comment including 2008 election coverage – NZ Herald

“The New Zealand Labour Party and my team and I are not an ad man’s creation and we are not an empty brand.”

Well maybe not an adman’s creation but certainly a creation if the spinsters on the ninth floor, and certainly very, very hollow as readers will begin to find out next week. In fact cynically hollow would probably be a better description.

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