It's clear the Labour party has identified some weak spots and they are starting at the very top with the leader.
The Conservatives were quite mischievous this weekend when they released some of their polling data which showed that David Miliband would have been more popular than Ed Miliband.
The wider point is that the party admits that Ed Miliband does not connect with voters in the way they may have hoped.
That is why you have seen these announcements.
Not only on the top rate of income tax, but also coming down hard on the banks.
Yesterday he said he would do the same thing with the utility firms.
That's all about giving the message to voters: 'Yes that is me. Ed Miliband. I am on your side'.