When Tony Blair became leader, he did a great job of being "prime minister in waiting" and not just leader of the opposition. He also came up with "New Labour". New is a great word, really positive, like warm or cosy. "The New Improved Labour Party" or even just "The New Party" would have been just as good. Never mind whether it was left or right. It sounded good.
They knew about image and looking slick and professional.
Once elected was a different matter.
After 2010 they avoided looking slick and professional, they avoided using the word "new". "Same old, same old" was the message.
Very frustrating.