Nu Labour

New Labour refers to a period in the history of the British Labour Party from the mid-1990s until 2010, under the leadership of Tony Blair and Gordon Brown. The name dates from a conference slogan first used by the party in 1994, later seen in a draft manifesto published in 1996, 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.

The "New Labour" brand was developed to regain trust from the electorate and to portray a departure from their traditional democratic socialist policies, 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 it had made significant gains in the upper and middle-classes. Labour maintained this wider support at the 2001 general election, and won a third consecutive victory in 2005, for the first time ever in the history of the Labour Party.

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