Labour must use strong, plain language if it is to win back the voters it needs to win the 2015 general election, party deputy chairman Jon Trickett has said.
Senior figures need to "get out more often and make the case for big change," he told Huffington Post.
And, amid reports of a feud in the party's high command, he said that had to include people with a variety of "accents". Chief election strategist Douglas Alexander dismissed weekend reports of dissent over a perceived "safety first" strategy adopted by Ed Miliband.
Loading article content
A Sunday newspaper report said party enforcer Michael Dugher attempted to resign from Labour's election team in protest. Asked if Mr Alexander was the right person for the role, Mr Trickett told the website: "Douglas has got a dazzling mind."
Mr Miliband is urged by a number of high-profile party figures to give voters a clearer idea of what the party is offering. Former cabinet minister Hazel Blears called for more "normal human language" to enthuse the public.