What's in a party name?
A striking aspect of George Osborne's speech yesterday is how often he used the term "Modern Conservatives", and used it as a means of showing the modernised Cameron party is much more compassionate and inclusive than Conservative Party of Margaret Thatcher and others.
It reminded me of the way Tony Blair and Gordon Brown started calling their party "New Labour" in the mid-90s, with much the same purpose.
Mr Osborne used the term with great effect, I felt.
Indeed the thought occurred to me - is the phrase being tested? And might "Modern Conservatives" be slowly adopted as the party's unofficial title in the run-up to the election?