The over-riding impression of the Tories this week is that they are all about messaging. There is no delivery. There is no grand plan. There will likely be no change. That they don’t want any is implicit in their name. So, all they actually do now is create and deliver slogans. Their belief is that so long as those slogans continue to roll and are more memorable – however vacuous they are – than anything Labour has to say then they can and will win the next general election. There is nothing to market. The marketing is it. And nothing is sacred, former Tory governments included.
This from the man who spends his time – as he insists himself – creating narratives.