This article is a contribution to an emerging scholarship on the role of rhetoric, persona and celebrity, and the effects of performance on the political process. We analyse party leader Ed Miliband at the UK Labour Party Conference in Manchester in 2012. Our analysis identifies how, through performance of 'himself' and the beginnings of the deployment of an alternative party narrative centred on 'One Nation', Ed Miliband began to revise his 'received persona'. By using a range of rhetorical and other techniques, Miliband began to adapt the Labour narrative to the 'personalized political'. The article sets out the theoretical framework for the analysis and returns to the implications for the theory of leadership performance in its conclusion.

By applying narrative theory to the party political texts emerging within the UK Labour Party after 2010, which make up the corpus of One Nation discourse, we can grasp the underlying significance of this ideational revision of Labour Party and leftist thought. Through an identification and analysis of the sequence of texts and their constitution as a “story” that interpolates an underlying “plot,” we can see how a revision of Labour's “tale” offers to leadership a new party discourse appropriate to it, mediating—if not reconciling—the problematic duality of narrative authorship by both party and leader.