New Labour

New Labour refers to a period in the history of the British Labour Party from the mid-1990s to the early 2010s, under leaders Tony Blair and Gordon Brown. The name dates from a conference slogan first used by the party in 1994 which was later seen in a draft manifesto published in 1996, called New Labour, New Life for Britain. It was presented as the brand of a newly reformed party that had altered Clause IV and endorsed market economics. The branding was extensively used while the party was in government, between 1997 and 2010. New Labour won landslide election victories in 1997 and 2001, and won again in 2005. In 2007, Blair resigned as the party's leader and was succeeded by Gordon Brown. Labour lost the 2010 general election, which resulted in a hung parliament and led to the creation of a Conservative–Liberal Democrat coalition government; Gordon Brown resigned as Prime Minister, and as Labour leader shortly thereafter. He was succeeded by Ed Miliband after that year's leadership election.

The "New Labour" brand was developed to regain trust from the electorate and to portray a departure from "Old Labour", which was criticised for its breaking of election promises and its links between trade unions and the state. The "New Labour" brand was used to communicate the party's modernisation to the public. It was coordinated by Alastair Campbell, who centralised the party's communications and used his experience in journalism to achieve positive media relations. In 2002, following criticism from Philip Gould, Blair announced the need to reinvent the brand based on a unified domestic policy and greater assertion in foreign affairs. Following the leadership of Neil Kinnock and John Smith, the party under the New Labour brand attempted to widen its electoral appeal and, by the 1997 general election, had made significant gains in the upper and middle classes. Labour maintained this wider support in the 2001 and 2005 elections. The brand was retired in 2010.

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