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Change vs change vs change Change vs change vs change
(about 15 hours later)
Analysis By Robin Brant BBC political reporterAnalysis By Robin Brant BBC political reporter
"Change for good, change with Labour" - like the sound of that? Is it enough to make you give Gordon Brown a fourth term?"Change for good, change with Labour" - like the sound of that? Is it enough to make you give Gordon Brown a fourth term?
The change slogan worked for Barack ObamaThe change slogan worked for Barack Obama
The phrase was wheeled out by Lord Mandelson during a speech to the Fabian Society at the weekend.The phrase was wheeled out by Lord Mandelson during a speech to the Fabian Society at the weekend.
I was in the audience, listening and taking notes. I thought I had heard what may be on the front cover of what he promised would be a "radical" manifesto.I was in the audience, listening and taking notes. I thought I had heard what may be on the front cover of what he promised would be a "radical" manifesto.
The "ch word" has already featured prominently on podiums and pamphlets used by David Cameron.The "ch word" has already featured prominently on podiums and pamphlets used by David Cameron.
The most recent incarnation is "Year for Change". The Conservatives want this to be an election defined by change. After 13 years of Labour they believe only they can offer real change.The most recent incarnation is "Year for Change". The Conservatives want this to be an election defined by change. After 13 years of Labour they believe only they can offer real change.
'Good change''Good change'
It is an obvious and unsurprising attack strategy but, nonetheless, Lord Mandelson knows that Labour must blunt it.It is an obvious and unsurprising attack strategy but, nonetheless, Lord Mandelson knows that Labour must blunt it.
The Tories will paint Election 2010 as "more of the same v change for the better". Any opposition party going up against an incumbent government with 13 years under its belt would do the same.The Tories will paint Election 2010 as "more of the same v change for the better". Any opposition party going up against an incumbent government with 13 years under its belt would do the same.
Labour will most likely argue that it has overseen numerous significant changes and it will promise much more to come.Labour will most likely argue that it has overseen numerous significant changes and it will promise much more to come.
The Conservatives have embraced the change sloganThe Conservatives have embraced the change slogan
But look back at Lord Mandelson's phrase: "Change for good". He wants to frame the debate as "good change that you can trust versus bad change that you don't know and should fear".But look back at Lord Mandelson's phrase: "Change for good". He wants to frame the debate as "good change that you can trust versus bad change that you don't know and should fear".
The success of offering change usually depends on appearing fresh and new, but it seems that Labour is ready to face the challenge with a leader who has been in Number 11 or 10 Downing Street for more than a decade.The success of offering change usually depends on appearing fresh and new, but it seems that Labour is ready to face the challenge with a leader who has been in Number 11 or 10 Downing Street for more than a decade.
Meanwhile Liberal Democrat leader Nick Clegg is also laying claim to the "change" banner.Meanwhile Liberal Democrat leader Nick Clegg is also laying claim to the "change" banner.
He used the phrase "change for good" in his conference speech last year and the party says the election debate will be "around the issue of what kind of change".He used the phrase "change for good" in his conference speech last year and the party says the election debate will be "around the issue of what kind of change".
They claim the Conservatives offer "phoney change", Labour had "failed to change the country for the better after 13 years" and only they can offer "real, lasting change in politics".They claim the Conservatives offer "phoney change", Labour had "failed to change the country for the better after 13 years" and only they can offer "real, lasting change in politics".
Barack Obama promised "change you can believe in" and it helped propel him to the White House. It may have been a simpler proposition for him, because he embodied change, on numerous levels.Barack Obama promised "change you can believe in" and it helped propel him to the White House. It may have been a simpler proposition for him, because he embodied change, on numerous levels.
But if Lord Mandelson's speech at the weekend was a trail of slogans to come, it seems that all three of the big UK political parties believe in change. But if Lord Mandelson's speech at the weekend was a trail of slogans to come, it seems that British parties have decided that getting voters to believe in their change will be an election winner on this side of the Atlantic too.