THREAD: Dominic Cummings doorstep is fascinating. He clearly believes he understands public mood better than journalists, based on 'winning' the argument over Brexit. That was based on using simple, blunt, memorable bullet points which stuck in the memory 1/

Phrases like 'take back control' as well as promises which stuck in the memory, but which were much more nuanced when you looked into it. Still, it worked, and he's been lauded as a genius as a result. 2/

But here's the problem for Cummings now with his "perfectly legal" trip to County Durham which the entire cabinet seems to have fully supported: The nuance isn't cutting through 3/

On the radio and TV bulletins I've heard today (as in the brief ones, with larger audiences) all the majority of people will leave with is: "Gov's top advisor defied lockdown rules to drive 260 miles with partner and child, while partner had Covid." 4/

So the man who won the Brexit argument through understanding the public generally only get the headline, is now at the mercy of a public who generally only get the headline. Will be interesting to see if Cabinet unity holds. 5/

Especially with this story here: https://www.mirror.co.uk/news/politics/dominic-cummings-ignored-coronavirus-lockdown-22075857 out this evening. Great work @PippaCrerar (ends)