You are spot on here!
The people Labour have to appeal to are those members of 'Joe public' who never have discussions about politics in the pub, or even at work break times, the only time they listen is when someone is shouting the odds (like Skinner), possible current candidate Angela Rayner (in 'bother-boots' and mini skirt!!); or Harold Wilson, who although looking serious, pipe-smoking and wearing a Macintosh, had his deliver and comic timing off to a tee. My favourite Harold joke was when he said "I was awakened very early on cup final day by Liverpool fans outside no 10, shouting "ei-a-ddio, e-i-addio , Harold's still in bed". Blair also knew how to work a crowd, who were not his natural supporters, and he didn't frighten the horse's in the Shires!
Sound bytes were invented for this sort of audience, but now you need a lot more, for instagram, twitter, etc.Boris has much of this 'working the crowd charm' off pat... actually being caught out is one of his best "Oh my God' bits,...followed by Joe public's..."did you hear what he just" said.
With Labour, when the very staid, never smile, type politicians get caught off balance, as Brown did with the 'bigot' quote, it goes down like a lead balloon. Also when leading Labour politicians get the 'windbags' reputation 'joe public' shuts off, remember Neil Kinnock 1992, all he had to do was keep his mouth shut... but! And least said about Jeremy the better!
Labour need an exceptional front man/woman as well as sound policies... oh well back to the drawing board!