The Palmer United Party is dead and buried after Senator Glenn Lazarus quit the party, a brand strategist says.
Senator Lazarus announced his resignation from Clive Palmer's party on Facebook on Thursday evening, citing issues relating to teamwork.
It has since been revealed the party sacked Senator Lazarus' wife Tess just hours before he quit. He's the second PUP senator to leave the party in recent months.
Senator Jacqui Lambie resigned in November after clashing with Mr Palmer, the party's founder and federal member for Fairfax.
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Brand strategist Allan Bonsall told ABC Radio that Senator Lazarus' resignation spells the end of Mr Palmer's party.
"My belief is Lazarus' resignation is the death knell," the director of marketing firm Brand Genetics said.
"I don't see how Clive Palmer can reclaim the ground that the brand once had, and I think the brand always had fairly shaky ground."
He said Mr Palmer and the party have lost all credibility.
"Clive Palmer, in trying to exert control, has demonstrated that he's so erratic that he cannot be trusted," Mr Bonsall said.
"I don't think there is anybody in the community who would seriously now say that Mr Palmer has credibility in a parliamentary role."
The party has had two Queensland parliamentary members, Alex Douglas and Carl Judge, who quit in frustration with Mr Palmer's leadership last year.
Three Northern Territory MPs also left the party last year, two of whom described the party as "absolute chaos".
Mr Palmer on Friday denied his party was a spent political force and said his party would stand a strong field of candidates at the next federal election.
He also denied the party's woes stemmed from him, saying that was simply not true.
