Analysis: Opposition split on whether to target unpopular PM or wider Tory brand, but true test is to pitch Keir Starmer to country
The only champagne corks being popped at the result of the ballot that decided the prime minister’s fate were not in Downing Street – they were a mile away at Labour’s HQ.
But there is also a fear that Labour’s comfortable polling now is dependent on Johnson, rather than the party making its own weather. Keir Starmer’s speech after the result of the Tory MPs’ no-confidence ballot barely registered. The most obvious way forward is to fundamentally tarnish the Conservative brand by association with Johnson, to put the prime minister front-and-centre of Labour leaflets and to enforce disciplined messaging among Labour MPs to constantly refer to “Boris Johnson’s Conservatives”.
They favour a plan to convince the public that Labour is the party of change – and that Johnson and whoever his successor may be represent a continuation of a stale old Tory brand. They argue MPs must emphasise a refrain on the cost of living and faltering public services that always begins: “After 12 years of Tory government … ”
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