The New Labour Project was created in the mid-90s. It recognised that the 'true' left-wing socialism of old Labour was not desired by the country and thus not going to get them back into power. So, Tony Blair marched them into the centre-right of politics, but cleverly kept the lavish spending policies of socialism in those areas that helped their core left-wing support. 3 elections were then won on marketing not substance. New Labour were not elected because of ideology, but because of better media management and selling their product better than the opposition. The wheels have now fallen off the New Labour machine. So where does it go from here? My analysis suggests that going back to its roots would probably be the sensible path. The election was lost because of many reasons, but the key one was that their bandaging of socialist spending policies to a centre-right conservative economy was and is unsustainable. However magnificent the sales-patter, you cannot turn mutton into lamb. The New Labour Project failed at the level of policy coherence and substance. Secondly, if we consider the voting trends around the country, New Labour has hemorrhaged votes steadily over the past 13 years: 13.5 million to 8.6 million. However, this year there has been quite a significant upswing in traditional old Labour areas. In effect, those voting for (New) Labour has shifted markedly back to old Labour. If you then factor in the LibDem vote at 23%, the left-of-centre vote actually exceeds 50% of the turnout - just. In 1997, the right-of-centre vote was probably just over 50% (assuming a large chunk of New Labour support was their new found centre-right fan). It thus seems to me, that there is a very large pointer that New Labour should return to its traditional roots and firmly camp itself back in left-wing political and economic territory. It's clearly what their grass roots support wants, but will they have the courage of their convictions and ideology to do it? Or will they try to rehash their team and narrative to continue pretending to be centre-right and hope to continue participating elections on gimmicks not substance?