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My one take-away from this hustings: hearing Layla acknowledge that Cummings and co understand how to run more effective campaigns.
Whilst we might despise everything they stand for, Layla's not wrong. They understand how the mind works. For too long, us Liberals haven't - and it's cost us electorally.
We treat the electorate as if they're rational and neutral beings - human calculators that weigh up the costs and benefits of every party's policies, to whom we can throw the facts and figures and voters will come to the 'right' conclusion.
This isn't the case. We're driven by emotion, by passion, by coherence. We laugh at slogans such as 'Take Back Control' and 'Get Brexit Done'. But the reason they work so well?
They're not just simple; they tell a story. They resonate with the electorate because they tap into something more fundamental - our identity. Of course policies are important, but they're meaningless unless they fit into a wider narrative of who we are and what we can offer.
((disclaimer: this is the topic of my undergrad thesis which is why I get very passionate about it. but it's fundamental the party understands this, so that we can re-build and be the liberal force this country desperately needs))
