Nick Clegg's ministers have been told to go on TV and declare proudly "I'm a Liberal Democrat" in an effort to improve the party's poll ratings. Party strategists are demanding better "messaging" from politicians. It includes using the phrase "as a Liberal Democrat ..." at every opportunity, and regularly uttering the word "coalition", which research finds is popular with voters.
Aides to the Deputy Prime Minister fear too many low-profile Lib Dems are viewed by the public as "little-known Tories", and need to hammer home policy successes, including raising the income tax threshold and the Pupil Premium. The Lib Dems remain below 10 per cent in some polls, while the Tories have barely suffered.
"Labour have done very well with their messaging in getting everyone to argue that the cuts are 'too hard and too fast'," said a Lib Dem source. "We need to up our game."
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