After the Tory defeat in the 2005 general election, Michael Ashcroft published an analysis called ‘Smell the coffee: a wake up call for the Conservative party’. In the introduction he argued that “the Conservative party’s problem is its brand…the brand problem means that the most robust, coherent, principled and attractive Conservative policies will have no impact on the voters”.
Labour needs to ‘smell the coffee’ now and not wait for three election defeats. New polling shows the Labour party’s brand is in toxic territory. Ashcroft realised that policy is nothing without presentation and presentation is nothing without policy. Labour now has a problem with both.
