Andy Burnham arrived in Downing Street this week with the pizazz of a party leader who has just won a general election. He hadn't, of course, but he told his Cabinet this was a “second chance at a first impression”. His foes seek to brand him “Continuity Keir”, but he wants to be seen as the leader of a fresh, energetic and united Government that is excited by the challenges of power – not a divided party at a loss over how to restore growth and terrified by the possibility of Nigel Farage succeeding Mr Burnham.
Rebranding After Stumbles
He does not want the public to think this is the same Labour that arrived in power in July 2024 and plunged headlong into a series of gaffes and controversies that decimated public support. He aims to clear minds of the winter fuel fiasco, the National Insurance increase, freebiegate, the tax raid on farming families, and the Lord Mandelson appointment – there is a new team in town.
This is why the publicly affable Mr Burnham has brutally emptied his Cabinet of so many loyal servants of the previous PM. The Times reported he sent ministers packing with the line: “This is the decision I’ve come to, and I need to show change to the country.”
Demonstrating Power
A ruthless reshuffle is a raw demonstration of prime ministerial power. It is a way of reminding a worried nation that Sir Keir Starmer is gone and the era of Burnhamism is here. Labour is reminiscent of a Hollywood studio in crisis. Rather than keep going with a production that will prove a turkey, it has replaced the director, fired a swathe of the cast and brought in new scriptwriters.
Mr Burnham’s challenge is to stop Labour flopping at the polls and to avoid a disaster at the next election. MPs are frightened for their jobs, their party and their country and have fallen in line behind the former Greater Manchester mayor, sparing him the hassle of a leadership election.
Three Key Challenges
However, the new PM faces three key challenges. First, the country knows that Mr Burnham has not won an election. Sir Keir and Rachel Reeves may be out of their jobs, but Labour has simply carried on the Tory tradition of changing leaders – and this tactic did nothing to rescue the Conservatives from electoral catastrophe.
Second, Mr Burnham and his allies cannot expect greater loyalty than they showed to Sir Keir. His years of posturing as an alternative leader proved highly effective as a strategy for getting into No 10, but caused deep frustration in the party. He can expect sniping from former ministers each time he makes a gaffe. Bruised big beasts may well let rip during party conference.
Third, Britons will not forget the first two years of the Labour Government. In the general election, the Tories, Reform UK and every other party will blame Labour for creating and deepening the most dire challenges facing the country.
It makes sense for Mr Burnham to want to reboot Labour in an exercise of brand management. But he cannot induce a case of national amnesia.
