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Everyone's giving their view on the Labour branding report, so here's a thread. I've written my fair share of reports like this.
Firstly, no one should over-react. Its the type/language agencies produce. It contains truths, obvious points and some which are likely unwise.
Firstly, no one should over-react. Its the type/language agencies produce. It contains truths, obvious points and some which are likely unwise.
It's the job of party strategists to let research like this guide, not be over-led. Focus group research is useful to add to your own analysis on level on salience, underlying attitudes, mainly, on messaging, what sentiments will help with different groups of persuadable voters
Truths in report: Labour has structural problem with mid age-older, C2DE voters, exacerbated by Brexit, changing economy of large parts of country, and sense Labour isn't for people like them. Its correct security and optics around patriotism is crucial issue to address.
It's also correct that economy, health and Brexit (making it work/wanting it to work) are the key voter issues.
But so far this fits into the accurate, and will be known as obvious by experienced strategists and politicians.
But so far this fits into the accurate, and will be known as obvious by experienced strategists and politicians.
I'm more concerned about economic issues in the report. I think the 'Labour spent too much/Gordon sold the gold' is clearly said by many voters in focus groups but Labour would make a strategy error in my view by leaning into this one.
Moving to a defensive economic position would risk bigging up a declining narrative. Its salience is low.
Voter views on spending large vs austerity has tipped towards the former, and economic recovery post Covid will only add to this. Voters know large investment is needed.
Voter views on spending large vs austerity has tipped towards the former, and economic recovery post Covid will only add to this. Voters know large investment is needed.
The focus should be on investment that appeals - public services and local jobs.
People are less likely to view the economy in the global round now, eg GDP, as wealth is shared too unfairly for it to have much meaning. Economy is about better services, wages and services.
People are less likely to view the economy in the global round now, eg GDP, as wealth is shared too unfairly for it to have much meaning. Economy is about better services, wages and services.
On symbolism:
Flags - no problem with using the flag but voters are less silly than often given credit for. It wont necessarily harm, but don't make it a thing. This isn't the West Wing (fiction, 30 years out of date). Inauthenticity can be fatal.
Smart suits - absolutely.
Flags - no problem with using the flag but voters are less silly than often given credit for. It wont necessarily harm, but don't make it a thing. This isn't the West Wing (fiction, 30 years out of date). Inauthenticity can be fatal.
Smart suits - absolutely.
So it's correct to focus on reconnecting on security and sense of patriotism, and to show respect for Brexit.
But don't fight the last war on 'Labour spent too much' narrative. Lost voters want respect and better public services and wages. The Tories could end up offering more.
But don't fight the last war on 'Labour spent too much' narrative. Lost voters want respect and better public services and wages. The Tories could end up offering more.
Most focus groups I've been involved strongly indicate economic framing linking fairness to practical investment and control is effective. This can be a strong Labour narrative with policies which talk to it.
