Lib Dems told to model party style on Oxfam

The party has hired “brand advisers” in an effort to revive their flagging electoral fortunes, according to leaked documents obtained by a Sunday newspaper.

They were said to have suggested a less principled approach to campaigning – once a “strategic, long-term brand model” had been devised, the party should develop “shorter-term themes, straplines and soundbites” to “support short-term political expediency”.

The advisers also recommended that the party creates an “inspirational vision that directs evolution of the brand”, such as “to create the most innovative and socially mobile nation”.

They used the example of the charity Oxfam on the grounds that it has a clear vision to “end world poverty and suffering”.

A Lib Dem spokesman denied that the decision to bring in outside advisers was a panic measure in the face of falling poll ratings and said the work had been going on for some months.