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Liberal frontbencher Melissa McIntosh says it’s time for a party rebrand, after it sank further in today’s polls, suggesting her colleagues should revisit their values.

Speaking to Sky News this morning, the shadow NDIS minister said she wasn’t suggesting changing the foundations of the party, but that it “might be time for us to re-look at how we express ourselves externally”.

She said anyone saying everything looks wonderful for the party has their “head in the sand”.

double quotation mark I’m putting myself out on a limb a little bit, I think it’s time for the Liberal party to rebrand itself. Some people think that we’re stuck in the past and our policies need to resonate with the Australia of today and the future. So I think it’d be a really good time for us to revisit our values. What we stand for and the way we project ourselves to Australians.

That takes a lot of work inside the party to go back to our roots, and then to look at our messaging and our communications to the Australian public, because you can’t keep getting poll after poll saying that it’s diabolical out there and just ignore it.