As you may know I have many problems with the immigration bill put forward by Theresa May last week.
Nick Cohen wrote an excellent analysis of why Theresa May thinks it's a good idea (or in politicians speak - 'a vote winner') - because, despite a lack of hard evidence (like the actual costs of health tourism), she 'feels' it's the right thing to do and 'feels' voters (especially no doubt those voters casting glances in the direction of UKIP) will agree with her.
"If your emotional mind had to sum up Volkswagen quickly what would it come up with?
I’m betting: reliable, solid, safe.
Now imagine if Fiat ran an advertising campaign with lots of emotional triggers for reliable, solid, safe.
Would that instantly change your opinion of Fiat to the same as VW?
I don’t think so.
I think all that rational advertising about cars that are solid, reliable, safe did that for VW.
What brought it alive, what made it stick, was the way they did it."
Fortunately, all Theresa May is doing is the pretty pictures and the nice music.
But without any of the rational underpinning. It won't stick