Like he wasn't already? He came up with a rebranding almost every single year.
But positioned firmly on the centre-left all the while. With the Lib Dems floating around on the one side and the Tories on the other, he's going to be subject to more cross-currents than OTL. The idea that 'we can gobble up the former Lib Dem centre-left vote and that's all we have to do to win' will not be as unchallenged as it was IOTL either internally within Labour or outside the party. So what's the electoral strategy here? What voters are targeted?
He still may see targeting the Lib Dem vote as a viable strategy, even if they are not about to collapse, they might be seen as a threat to Labour that needs to be dealt with, and that strategy might have the potential to be more effective than OTL, seeing as the Lib Dems aren't going to shed votes to an incumbent government massively.
I'm honestly not sure what you're saying here.
In this TL, Labour are unlikely to lose many seats to a less popular Tory party, and presumably without an indyref, the SNP aren't going to eat up there Scottish constituencies at such an alarming rate, which is a double bonus as that also means that the Tories have been denied a crucial line of attack from OTL.
The SNP being diminished is certainly a positive for Labour but 'crucial' is over-egging it - Milliband was consistently well behind Cameron in leadership polling before that campaign got underway, the SNP issue simply crystallised existing heavy doubts about his abilities - namely that he was too weak to deal with Alex Salmond as a junior partner. And leadership polling has frequently proven a rather better indicator of how elections will go than party polling, as it proved to be in that election IOTL. How does that change ITTL?
The Lib Dems might take the odd seat off of them, but there wouldn't be a huge swing to them from Labour given both are in opposition, they will mainly take Tory marginals back.
There would also be significantly less centre-left voters opened up without the breaking of the lib dems, and the division of that vote should help the Tories. Ultimately all the Tories have to do is tread water based off the 2010 result - not a great challenge, most governments over the last forty years have been returned at elections barring some major catastrophe in terms of both the economy and the political standing of the government.
I find it difficult to believe that a Tory government that is divided, pushed austerity harder than OTL, and without a key scapegoat or an effective line of attack from OTL would not suffer at the ballot box.
The problem is you're taking these things for granted when as I've stated - and you've totally ignored that section of my argument and just re-stated your own, which is a strange thing to do if you're responding specifically to critique mine - there are very good reasons that the Tories will actually feel more compelled to stick closer to the centre ground, with another viable opposition party which has complete freedom of action and commentary on the government's actions. Centre and Centre-right voters are going to be more comfortable potentially defecting to Clegg's Lib Dems than they were Milliband Labour, and if it looks like the government is losing ground badly then there will be a course correction.
There was an awful lot of rage directed specifically at the Lib Dems in the first few years of the parliament, but by the middle and in particular the end of the parliament, no-one was in any way fooled by who had control of domestic policy and especially the economy. (I would argue no-one ever was on the economy, despite Lib Dem attempts to attach themselves to that policy sphere - a fruitless exercise) After the aborted Cable-Oakeshott coup the Lib Dems slid entirely from the media narrative and the government was treated as if it was simply another Conservative government. In any case even if every voter had believed it was a government stuffed with Lib Dem influence their recourse was clear if they wanted to change government - vote Labour.
Quite why you're assuming austerity will be significantly harder ITTL is anyone's guess, since Clegg and co have basically admitted since the election that they were very much fighting a losing battle on that score in challenging Osbornomics.
I'm not sure what division you're envisaging as you haven't spelt that out.
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