One of the first things Labour’s spin doctor Tom Baldwin did when he entered Ed Miliband’s inner circle was to send an email to journalists requesting they use the term ‘Tory-led government’ as opposed to ‘coalition’.

This is consistent with a general Labour strategy of replacing ‘Conservative Party’ or ‘Conservatives’ with ‘Tory’. It’s a pretty simple tactic but extremely effective.

There’s just something about the word ‘Tory’ that riles people. It’s a lovely word to say aggressively. You can really spit out the ‘T’ and elongate the ‘ory’ for that perfect sneering tone.

‘Conservative’ is just a bit passive. I mean what’s wrong with wanting to conserve stuff? I love strawberry conserve. And look at that lovely deferential soft syllable right in the middle - ‘serv’. The sibilance is borderline relaxing.

At four syllables ‘Conservative’ is also a bit clunky. I mean how can you write a headline when you’ve got four syllables to work with as a base? Tory is much easier. ‘Conservative Sleaze’? No it doesn’t have that ring to it. What about ‘Tory Sleaze’? Yes, much better.

And because ‘Tory’ is such an agreeable word to use when dissing the Conservatives we’ve all been conditioned to react to it. ‘Tory scum’, ‘Tory cuts’, ‘Tory fat cats’ - just like Pavlov’s dog, when we hear the word ‘Tory’ we expect it to be followed by something negative.

Which is why I still can’t quite believe that Conservatives still use the word ‘Tory’ to describe themselves. Having gone through a few transcripts of interviews over the past couple of years, I find that even David Cameron uses the term ‘Tory’ (albeit rarely). But what are you doing?! Why don’t you tick off the rest of Labour’s strategy to toxify the Conservative brand whilst you’re at it? And it’s not just David Cameron. Pretty much the whole front bench are guilty.

It’s not as if ‘Tory’ has ever been a particularly nice word. Just look at its etymology –Tory: "an outlaw," specifically "a robber," from the Irish toruighe "plunderer," originally "pursuer, searcher," from O.Ir. toirighim "I pursue," related to toracht "pursuit." Robert Peel recognised the name was damaging and changed it to ‘Conservative’ 180 years ago…but still the name has stuck.

Maybe it’s difficult to ask this of a party with a name that is predicated on a certain reluctance to change, but my one piece of advice for all Conservatives who are serious about rebranding their party is this: don’t ever use the word ‘Tory’. Never ever. Have a swear box if you like, or set up groups to regulate each other. Because whenever you say it, you legitimise its use in the media, you condone its use as an interchangeable word for Conservative and you contribute to the alienation of swathes of voters from the Conservative Party. ‘Conservative’ may be a bit cumbersome, maybe even a bit boring, but it’s what you’ve got, and it’s a damn sight better than your nickname.

Tags: Conservative Party, Robert Peel, Tom Baldwin, Tory