Contemporary Labour, nice

For some time, New Labour has been looking for a fresh-sounding name for the post-Blair era. I have heard "New New Labour" (too daft), "Neo-Labour" (too close to "neo-con"), "New Labour-Plus" (David Miliband's formula), "Real Labour" (code for "Old Labour") and even just "Labour" (code for "can we stop all this branding stuff please?"). On last night's Question Time special, the Deputy Leadership contenders wrestled with the ideological trajectory of the party and Spectator favourite, Jon Cruddas, came up with the brilliant "Contemporary Labour". I like to think of Jon in the Fast Show's Jazz Club sketch, wearing a polo neck, Gitane in hand, introducing Gordon and his Neo-Endogenous Hepcats with the whispered word: "Contemporary".