With 'hope again' Labour must flesh out its change in direction
Political parties , like businesses, devote a lot of time and money to coming up with defining slogans. They are tested exhaustively in focus groups. Presumably then, Labour’s new “Hope Again”, to be brandished everywhere at next week’s annual conference in Liverpool, is tailored to leader Andy Burnham's personal appeal. Like all slogans it has been put through the mill. In which case, I must be…
Labour’s new slogan, “Hope Again,” has been promoted extensively ahead of their upcoming conference in Liverpool, led by Andy Burnham. While focus groups have tested it, the author finds it uninspiring, likening it to previous defeat and a lack of confidence. The phrase seems to borrow from Donald Trump's "Make America Great Again," but lacks the same impact.
In contrast, Barack Obama's "Yes We Can" exuded positivity and confidence. The slogan aims to appeal to two groups: the electorate and Labour members, assuring optimism and a chance to win the next general election. Burnham, who grew up in the North of England, is addressing three constituencies: the public, Labour members, and the North, where economic stagnation has been an issue.
The North-South divide, exacerbated by historical events and policy failures, has led to a sense of abandonment. Burnham's "Hope Again" strategy seeks to level up the North while addressing the South's concerns, but critics argue it could weaken support in London.
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