Despite its well-drilled Momentum supporters and union backing, Labour’s fabled election machine seems to be misfiring this election. On Friday, I personally conducted two informal focus groups of millennial swing voters in London and was surprised, in what should be Labour’s strongest redoubt, that not one participant could recall a single Labour advertisement, or even what Labour’s core message was.
In Blair’s day, the Labour party enlisted the famed creative skills of advertising executive Trevor Beattie (of fcuk fame) to help get their message out. Today, judging by these focus groups, the party seems to have prioritised social media over the quality and creativity of its messaging.
Whilst the Conservatives 'Get Brexit Done' has received considerable traction, Labour has opted for three different core election messages this time: 'For the Many, Not the Few', 'It’s Time for Real Change', and 'We’re on your side'
This lack of consistency seems to be reducing the potency of their campaign and is exacerbated by three other factors: