New Labour’s election campaign and landslide victory in 1997 has become a myth for many on the centre-left. Labour wrestled the hallowed ‘centre ground’ from the Conservatives by promising to maintain low taxes whilst improving health and education services and it built on the modern image of the party promoted first in 1987 under Neil Kinnock. It represents technical and strategic genius. For many politicians, commentators and journalists, this is the only way to win an election.