With 'hope again' Labour must flesh out its change in direction

Labour's latest slogan, "Hope Again," is set to be prominently featured at their upcoming conference in Liverpool. Political parties spend considerable resources crafting their slogans, which are tested in focus groups. However, this particular slogan appears to fall short of expectations for some. While it may resonate with Andy Burnham's personal appeal and the need to re-engage Labour members, the word "hope" alone feels weak and uninspiring.

The slogan seems to imply that failure led to a second attempt, drawing comparisons to previous defeats. It's reminiscent of the lottery mentality, where hope is repeatedly placed in the hopes of a different outcome. The slogan's origins, inspired by Donald Trump's successful "Make America Great Again," seem mismatched, as it lacks the strong opening of "Make America great."

In comparison, Barack Obama's "Yes We Can" slogan conveyed confidence and positivity, making it a standout campaign statement. Labour aims to appeal to two audiences with this slogan: the electorate and Labour members. The former is meant to instill optimism in the country, while the latter is aimed at Burnham's fellow party members, emphasizing their potential to win the next general election.

The challenge is that Burnham must address the North of England while also appealing to the South, which has historically been more prosperous. Burnham's personal background and connection to the North may lend authenticity to his message, as he grew up and has family there. The North-South divide has deep historical roots, with the North experiencing stagnation and economic decline compared to the South's growth.

Burnham's "Hope Again" slogan is an attempt to bridge this divide and rekindle hope for the northern regions, which may be crucial for the party's future success.