Author Archives: James Gilmour

Why a liberal response to taking back control matters

When Vote Leave chose their slogan they broke the mould of British politics. It stood in stark contrast to the established formula of successful general election narratives. New. Better. Ambition. Difference. Forward. Fairness. Future.

Vote Leave initially intended to go down the same route. Vote Leave, Get Change. But a last minute change from campaign director Dominic Cummings left the campaign as Vote Leave, Take Back Control. Cummings, fascinated by psychometric voter profiles, intended the slogan to act as a direct channel to voters with authoritarian tendencies. It worked. Campaigners hammered in the message at every opportunity and Leave won …

Posted in Op-eds | Tagged and | 13 Comments
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Recent Comments

  • David Raw
    Sorry, Mr Macfie, but the blue wall seats are not the same as the seats lost in 2015 for quite different reasons....
  • David Raw
    @ Alex Macfie " it’ll be much harder to attack him over it after he’s given his evidence". That's what you hope will happen. My opinion - after si...
  • Marco
    I would be concerned that whilst the Tory vote is imploding in "red wall" areas (up to 25% fall) it is is reducing by more modest amounts in "blue wall" areas (...
  • Alex Macfie
    @David Raw: Nearly all our seats "returned to type" in 2015, whether that was Tory or Labour. We all know the reason why. Obviously we have to play our cards mu...
  • Alex Macfie
    All current and former PO ministers will be giving evidence to the inquiry in the next phase, Ed included. This will actually help Ed, because (i) he won't be b...