It's depressing that the opposition doesn't realise that by repeating your opponent's frame (nationalism, family values etc), you don't steal their votes, you just strengthen their narrative.

If voters go into the polling booth thinking 'Britain first' and they'll vote Tory.

Worth reading @anatosaurus's detailed research on this: https://communitychange.org/wp-content/uploads/2017/08/C3-Messaging-This-Moment-Handbook.pdf

"Too often, politicians and advocates craft and test for
language in order to please the greatest number of
people, no matter their ideology. This has left us, at best,
unable to fire up the people who we need to act as the
vanguards of change and, at worst, disempowers them."

"Liberating ourselves from finding messages our opponents
tolerate means we hit upon words our base
feels inspired to repeat, [and] we grab the segment of our audience who toggle between our
worldview and the toxic lure of fear of others, free market
worship and individualism"