Leader fr 15 years, Prime Minister on 3 separate occasions
Political ideas and personality were popular with the public
Endorsed Britain's desire for tranquility and a return to pre-war standards wherever possible
Pragmatic, honest countryman - middle classes felt safe and secure
Excellent public speaker, especially when using new forms of media like the cinema newsreel
Courageous and faced things head on - General Strike, Edward VIII abdication
Popular amongst peers in all parties
Never faced a major challenge to his leadership
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