In the olden days, politicians had beliefs and principles (remember them?), then we had policies (we’re not allowed to know them now), then we had key messages and soundbites (”the lady’s not for turning”), now we have single words.

For the Conservatives, the word is “change”. Their entire election campaign looks set to be fought based on this six letter word. It’s undoubtedly the result of months of hard deliberation (in the absence of clearly expressed beliefs, principles and policies). So the central idea of “not them” will be the basis on which we are asked to vote for the Tories in May. And I sincerely wish I could claim a pound for every time a Conservative uses the “c” word over the next couple months (though I know the economy can’t afford it).

Listening to Chris Huhne last night, it’s equally apparent that “fair” is the LibDem’s manifesto. Whilst it’s hard for anyone to be against fairness, it’s rather sad that even the LibDems who as the third party had the luxury of actually expressing some clear – sometimes contrary – policies have fallen into the same trap.

And what will Labour’s word be? Something else that no one can disagree with – “trust” maybe.

As a communicator, I’m all for clear, simple, messages, but sometimes you can take things just a little too far. What next? Maybe we could do away with words altogether and each party selects a noise: voters have to express their preference by entering the polling booth and making the noise they prefer. Still no policies, but at least it might put the fun back into politics again.