The Importance of Framed Messages

In opposition, Cameron and Osborne were extremely effective. One of the things they learnt was to frame a message and stick to it. It had huge electoral advantages because it was able to frame Brown as economically reckless. But it had challenges because they then had to put the case for real-term spending cuts. Not only did they get an overall majority, but they were by far the biggest party in the 2010 election.