No more resets, reboots and reshuffles: brand experts on why Labour now needs a total overhaul

By Christopher Pich, Associate Professor in Marketing, University of Nottingham
Kristina Harrison, Clinical Assistant Professor of Marketing, Indiana University

Labour is holding its 2025 conference against a backdrop of Andy Burnham, mayor of Manchester, calling for “wholesale change”. Burnham is making a clear attempt to use the government’s record of scandal, u-turn and general identity crisis as fuel for his own leadership bid. But he is far from alone in attacking Keir Starmer’s Labour for lacking ideological clarity.

Starmer and his team have repeatedly tried to reset the party’s…

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