BOURNEMOUTH: David Cameron may have summed up his priority in three letters (NHS), but you can sum up his message this week in three words - New, New, New.
A pledge to save the NHS, back gay marriage, and to be tough on crime and tough on the causes of crime is nothing if not new. Each an incursion on to his opponent's territory.
The Tory leader is relentlessly re-branding his party - reprogramming his members and, he hopes, the public about what Conservatives really care about . Those waiting for specifics will still be waiting. This was a speech about position-taking, not policy-making.
His aim: to prove that the Tories are no longer angry, backward-looking or pessimistic.
To those who claim this is all style and no substance, his answer is that the test of substance is not policy detail, it's about having the character to say difficult things and make tough choices.