Senior Midland Conservative Peter Luff has warned that the Tory brand is ?tainted? - and come out in support of David Cameron for the party leadership.
Mr Cameron, the Shadow Education Secretary, is expected to be a front-runner in the battle to replace outgoing leader Michael Howard, once the contest officially begins.
His main rival is David Davis, the Shadow Home Secretary.
At just 38 years old, Mr Cameron would be one of the youngest leaders Conservatives have ever had.
But in an article for The Birmingham Post today, Mr Luff compares him to Tony Blair, who was the same age ?when he did exactly the same job for a tired, discredited and unpopular Labour party?.
Mr Luff, who describes himself as a One Nation Tory, is the MP for Mid Worcestershire, and until recently the party?s assistant chief whip.
In this front-bench role he was at the centre of attempts to hold the party together as backbenchers plotted to sack Iain Duncan Smith as leader. He also worked closely with Michael Howard.
He said the Conservatives failed to make the breakthrough they needed at the last election.
?The failure to win seats in Birmingham and the wider West Midlands - seats like Redditch and Warwick and Leamington - and the loss of Solihull hurt.
?Shropshire may have done us proud, but that?s not enough to form a Government.?
On Tory policies, he warned: ?The policy bit is, frankly, the easy bit. People want jobs, a decent standard of living and excellent public services.? He continued: ?No, the tricky bit is making that communication plausible. The second half of our challenge is by far the most difficult - restoring the value of our brand and communicating in a way that resonates with modern Britain. And that?s where the character of our leader is so important.
?We have too many candidates in the field - and some of them are being a little optimistic in putting themselves forward, but two stand out as offering a distinctive face - the two Davids, David Davis and David Cameron.?