Does Labour need a rebrand after Hartlepool? First it needs to get back to comms basics

Following Labour’s reverse in the Hartlepool by-election last week, columnist Kevin Chesters considers whether the party can apply lessons learned from the ad business to its campaign comms.
A lot has been written about the performance of Labour in last week’s elections, most of it hyperbolically focusing on the ’disaster’, and what now needs to radically be done to ’rebrand’ Labour to connect with the will of the British people. 
Before I delve into what