Badenoch says Labour just want a better salesman'. It would be a good start

Net migration has fallen sharply, NHS waiting lists have dropped the most in 17 years, and knife crime has been reduced. The economy is growing fastest in the G7, wages are rising, and energy bills and petrol prices are being held down. Defence spending has increased for a sustained period at the biggest level since the Cold War, and free childcare has expanded significantly. Despite these outcomes, messaging has shifted repeatedly across different frameworks without settling on a consistent list of achievements to repeat. Labour has tried to compensate with adverts, online material, and a website, but the presentation is described as confused and lacklustre. Some achievements may also face political sensitivity, including migration and defence commitments.

"Net migration down by three-quarters, the biggest fall in NHS waiting lists for 17 years, knife crime cut by 10%, the economy growing the fastest in the G7, rising wages, energy bills and petrol prices held down, the biggest sustained rise in defence spending since the cold war, a massive expansion of free childcare"

"But forging a narrative and then relentlessly hammering it home is an essential part of telling voters what your government is about and one that Starmer has failed to establish. Starmer has cycled through messaging the five missions, plan for change, and deliver, deliver, deliver without settling on an effective list of his achievements to be repeated at every opportunity."

"One former Labour adviser says the problem is a lack of Labour myth-making, while an MP says they wonder if No 10 is too squeamish about heralding its reduction in migration numbers and commitments on defence spending as an achievement remembering the backlash against Ed Miliband within the party about his promotional controls on immigration mug."

"Labour has attempted to fill the gap with adverts and online material showcasing the party's milestones, along with a website catchily called What Has Keir Done. However, the list is confused and lacklustre: one of the first points says he has secured a 400m investment to boost clinical trials, improving NHS services and driving growth."

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