When Sinn Féin president Gerry Adams launched his new book last month, he said he believed unionists were not really British, they just thought they were.
This weekend's UUP conference could almost have been a response to that.
Attention may have focused on the leader's speech, and any hint that a deal with republicans was in the bag, but the mood among the gathered Ulster Unionists was summed up by their party's frank new motto: 'Simply British'.
At first it seemed unfortunate that the new slogan resembled the kind of branding you might find on a packet of sausages, but even this eventually appeared appropriate for a gathering keen to remind others that they are: "British – and locally produced."
Just a few minutes walk from the Armagh City Hotel where David Trimble addressed delegates, Sinn Féin was holding a press conference calling on the two govern-ments to arrange for a united Ireland through "planned integration".
Mr Trimble was unimpressed.
"Well they can plan all they like, but it can't happen without our consent," he told the audience. Poking his thumb in the direction of the slogan emblazoned on the screen behind him, he added: "We prefer to remain 'Simply British'."
The slogan might quickly become a comfort to unionists, or a taunt to nationalists, but it was immediately apparent that however popular it proves to be, David Trimble will be its greatest exponent. He used it liberally in a speech that won a standing ovation from the floor.
UUP spin doctor Stephen King was taking no chances on that front. He paced rapidly along the aisle, apparently ensuring each row of delegates was on its feet.
The new air of self-confidence threatened to overspill, however, when a delegate later rose to say he was glad the party had dropped its old badge – a Union flag imprin-ted on "six of the nine counties of Ulster".
The rest of Ireland was cut off at the border on the old logo, and he noted: "I know of no sea between us and Monaghan." Was he at the right conference?
The event was attended by Secretary of State Paul Murphy and Chief Constable Hugh Orde, who took part in a debate on policing. Fringe meetings discussed the future of post-primary education and water charges.
There was praise for the "west Tyrone mafia", an apparent reference to a collection of councillors determined to push the area up the agenda.
The final element of the programme proved to be the most interesting and capped off what had been a difficult day for party president Martin Smyth.
There was collective criticism for Mr Smyth, Jeffrey Donaldson and David Burnside – the dissenting MPs who resigned the party whip amid divisions over the future of the Good Friday Agreement. But while Jeffrey boycotted the leader's address, and Mr Burnside maintained a similarly low profile, Martin Smyth took a face-to-face scolding in speeches from Mr Trimble, and party chairman James Cooper.
To make matters worse, Mr Smyth fell as he took to the stage for the final debate on the internal workings of the party, and had barely regained his composure before delegate Roberta Dunlop rounded on him.
There were loud applause as she said: "While 99% of us today were applauding our leader and the party, you remained seated. Shouldn't you do the honourable thing and resign?"
Mr Smith thanked her for at least saying it to his face. Tradition ensured that he had the last word. As party president it fell to him to close the conference and he used the opportunity to insist he would not back down. As he invited the conference to sing God Save the Queen, it was clear that whatever the IRA might do, the UUP rebels haven't gone away.
