What the parties agree on in principle is currently greater than what they disagree on which is where the difficulty lies from a marketing standpoint. What are the Unique Selling Points if everyone wants a fair society for all? Most (not all) conservatives want a meritocratic society (the remainder probably just want to keep their money and damn everyone else) and so currently do Labour it seems, having finally accepted that not everyone is exactly the same.

I suppose that the only difference tends to be the Tories invest in stretching the winners to excel (at least, that's the idea) and eventually reform the rest by either example or absorption, whereas Labour throw money at the loosers to help them improve (or at least that's the idea). But currently the coalition are giving schools over £400 per poor child which is the sort of thing that Labour would have done. Saying "We agree with the policy" doesn't garner a whole lot of votes.