"Great Aspirations. Great Britain" quickly became the maxim.
Then the description:
"Social Justice within a Thriving Economy. Centrist and Anti-Brexit"
Why? There are two core principles:
- Aspiration (centre right) - to create wealth and prosperity - for you and to pay for public services
- Social Justice (centre left) - equality of opportunity, and looking after those that need help - hence the name "Just"
- Strong financial management of the UK’s finances – promoting growth and creating jobs
Further details in the 2016 blog