Peter Mandelson planned Labour’s masterly election campaign of 2010. Here is an excerpt from a long email to party supporters explaining its central message. (My comments as recipient at the time).
‘In all this we should remember the power of a clear, consistent, disciplined message from being on your side, whose side? standing up for hardworking families and the public’s deep fear of cuts in vital public services. Of course they hate the idea of waste and inefficiency. This is not a clear message at all but deeply confused. Are “you” and “hardworking families” and “the public” three different sets of people? And who are “they?” And we should not shy away from explaining what we are doing to make savings.’
In same email, he praised Gordon Brown’s granite-like resilience, although the one thing granite cannot do is to bounce back into shape. He said that the Tories had underlined Labour’s central plank, a difficult subterranean task. He also claimed in the same sentence that the economy was on the road to recovery but that the Tories would pull the rug from under it.