What’s the Big Idea?

Catherine Bennett has launched an absolute tirade against the Labour Party’s recent spate of website launching (Labourlist, Gofourth and EPLP) in the Observer today.  The main point that the article makes is that the Labour Party can launch as many new platforms of engagement and interaction as they want, but without a core idea driving their overall communication it’ll be ineffectual.

With successful brands there is nearly always a single, central and all encompassing idea to the communication they put out.  For Guinness it’s ‘Wait‘, for The Economist it’s  ‘Join‘ and for Mars it’s ‘Play‘.  The Conservative’s message is and will be ‘change’.

Until the Labour Party have decided what their message is, no matter how many websites or platforms are launched, the opinion polls will continue to be depressing reading.

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