Of all the paradoxes at the heart of Tony Blair's "new" Labour, one the most enduring has been the inability of its chief spin doctor to sell himself.
Despite his central role in creating an electable Labour Party, combining socialist roots with a pro-business outlook, Peter Mandelson has never been popular with the party or the country. The combination of his fierce loyalty to Blair and Labour, and his mastery of the dark arts of presentation mean that he is viewed as a propaganda mouthpiece.
For Labour left-wingers he is a particular hate figure. He is the man they hold most responsible for selling the party's soul and divorcing it from its true ideals as the champion of the working man.
British newspapers have followed his rise up the ladders of government and London's social scene with barely disguised contempt, describing his mingling with pop stars and royalty as part of a grand scheme of ingratiation. Certainly his polished appearance, fondness for fashionable restaurants and minimalist decor set him apart from the party's traditional supporter.
The gossip about Mandelson most often relayed by his critics relates to a time he is said to have entered a fish-and-chip shop in his Hartlepool constituency. Asked if he wanted chips he is said to have declined, but pointing to a bowl of mashed "mushy" peas, said he would try the avocado dip.
The story illustrates the essence of the accusations levelled at Mandelson: that he would not recognise a true working-class Labour supporter if he saw one.
Mandelson comes from a family steeped in Labour politics. His grandfather, Herbert Morrison, was a Labour cabinet minister.
In his 20s Mandleson left the party briefly for the Young Communist League, disgusted by Labour support for the United States' war in Vietnam. This brought him to the attention of MI5, Britain's internal security service.
He later won a place at Oxford University after spending a year doing voluntary work in Tanzania.
After various positions in the Trades Union Congress, the leftwing London local council of Lambeth, as a researcher in the House of Commons, and as a television producer, he joined Labour's press department in the mid-1980s. He immediately began trying to move the party and then leader Neil Kinnock away from its socialist tenets to a moderate, free-market stance.
His machinelike efficiency and skill at identifying the message that should find Labour popularity meant that he continued as a spin-doctor after resigning his job to become MP for Hartlepool in 1992.
After Labour's crushing election win, Tony Blair made him minister without portfolio, responsible for ensuring that government policy was co-ordinated across all departments. In July this year he won a coveted Cabinet seat with promotion to Trade and Industry Secretary.
Blair has said the Labour Party must "learn to love" Mandelson for his work in transforming the party's electoral fortunes. So far there are precious few signs of that.
Last autumn his attempt to be elected to the party's national executive failed when he was defeated by a mass vote for Ken Livingstone.
Last month he was embarrassed when he was "outed" by a gay political journalist. Allegations followed of wild parties in gay bars during an official visit to Rio de Janeiro.
Mandelson described himself and Geoffrey Robinson, whose loan to buy house caused him to resign, as "publicity friendly, controversial, fairly exotic". In an interview last year he said he "did not feel part of society" and was too "radical" to need the "stamp of approval of society". Ultimately, it was his inability to win popularity for himself which prompted his departure.