Memo to Don: Get on message

One short month ago, Labour could not do anything right and National could not do anything wrong.

It was the election's pre-campaign phase when National was ahead in the polls and Labour looked desperate in its bid to smear National by association with American funding.

This week Labour is wearing the satisfied smiles and National's campaign is drawing the criticism for apparently failing to fire.

But with three weeks to go to election day, National will next week reopen a front on Treaty of Waitangi issues as well as continuing the push on tax in a bid to seize the advantage.

There can be little doubt it did not do so this week.

It started with a high-impact tax-cut policy and ended with a splutter, diverted by leader Don Brash's declared reluctance to attack Prime Minister Helen Clark because she is a woman, and disunity over its policy on logging native trees.

The party took a gamble announcing its tax policy on the same day as the TVNZ debate.

In hindsight the gamble did not pay off. Helen Clark dominated the debate, even the tax policy segment.

Former party president Michelle Boag, who recruited Dr Brash into the party just before the last election, would not criticise his performance in the TVNZ debate and his post-debate comments.

"At least the [post-debate] debate wasn't about whether he got done like a dinner; it was about whether he was too polite. So maybe that was better than having the debate about other things."

Michelle Boag, who will meet Dr Brash on Agenda this morning (One, 8.30am), says her party is getting some things right.

"They have made tax the primary election issue. "What they have failed to do well is they haven't talked enough about it."

She said National had got the strategy right but the tactics "have been a bit wanting and they have got to get back on message".

That message was that 85 per cent of taxpayers would pay 19c in the dollar under National's policy. "I don't think they have got that across enough.

"I'd show a bit more anger with Labour's tactics."

She would also needle Finance Minister Michael Cullen more who for years had preached fiscal rectitude.

"Don't tell me he's not uncomfortable with what's been happening over the last month with his party giving away money right left and centre. He must be furious about it."

And one last tip: "They have to keep talking about the issue they have made the issue in the election: tax."

Former Alliance leader and professional campaigner Matt McCarten said National's campaign, the campaign material and marketing were superior "but clearly their strategy side is letting them down".

The party had done with Dr Brash what it did with Bill English last election and loaded too much on the leader's shoulders.

"There might not have been a way around it," he said "but it exposes that they have quite a weak team."