The Week: i-Q - The internet question - How should Labour advertise itself?

Don't do too much. And do nothing that reeks of "marketing". In fact, run serious, principled, long-copy press ads, enlivened by the odd graph or chart. No-one will read them, but that's not the point.

The point is to give the appearance of being driven by adherence to high-minded principles and ideals. This will make stark the contrast with the opinion-driven trivialities of the Blair era, and the unprincipled deference to liberal opinion of Cameronian Conservatism. We are (re)discovering what it is like to have a PM who does the job in a professional, detached manner, in accordance with a clear set of beliefs, and without trying to engage our emotions with every word. And doesn't it make for a pleasant change! I am way to the right of Brown (and of Cameron, come to think of it), but I am happy to be led by someone motivated more by principles than by self-aggrandisement. Someone, in short, who pays for their own holidays. - Rory Sutherland

If I was doing the Labour stuff, I would keep in mind two sayings from two famous ad men. "The consumer isn't stupid, she's your wife," from David Ogilvy, and "Advertising ... there's too much of it," from Howard Gossage. Oh, and as a bonus from George Orwell: "Advertising is the rattle of a stick in a swill pail." - George Parker

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