The Miliband affair has turned the spotlight and pressure back on Gordon Brown to show that he can revive the Labour brand and rebuff the Tory challenge. But what can No 10 actually do between now and the prime minister's party conference speech in Manchester on September 23? Fairness is the theme which insiders emphasise, the urgent need to reassure voters struggling with higher food, fuel and housing costs that "we're on your side". But their scope for action is constrained in all directions outside their immediate control.

Take the proposed "economic plan". Alistair Darling is being urged by respectable folk, including the Tory-led Commons business committee, to consider a windfall tax on the big energy generators who have done pretty well lately, with the tax revenue ringfenced to help poorer consumers get a fairer tariff than the current pre-metered rip-off, and help with energy saving, too.

But energy costs are already rising, 35% for British Gas customers only yesterday. Perhaps average consumers should pay a higher "social tariff" to help the poor instead.

The chancellor, who wants the industry to re-invest its profits in developing new supplies, is cautious. So he is on many other helpful suggestions, after the past year's buffeting he has endured from the City, small business and No 10. All push him in opposite directions. Higher taxes or lower taxes? And for whom? Only the other day ex-minister Chris Leslie suggested a 10p in the £ "community levy" on incomes above £250,000, plus that energy windfall tax and a surcharge on those bankers who have ruined the economy, to fund lower council tax and other goodies.

A very different tack was offered yesterday. The Mirless review on taxation suggested scrapping zero and 5% rates of VAT, on energy, kids' clothes, and other "blunt instruments" designed to help the poor. If even half the £23bn saved was used to help them more effectively it could boost the poorest 30%. But imagine the fuss!

It is the same with housing. This week's Crosby report on how to revive the mortgage market decided state intervention would be risky and - if it propped up dirty lending habits - unwise. On energy and the mortgage market Whitehall's policy wonks will have to come up with something by mid-September, as they will to mitigate the impact of higher car tax on older, polluting vehicles. If ministers want to demonstrate renewed commitment to fairness they will want to revitalise the equality agenda too. Did someone mention a cabinet reshuffle as part of the September package? Maybe, but polls suggest that new policies will impress voters more than old-new faces.