He wants a radical break with the cartels, sleaze and weak institutions of the post-communist era.
Mr Blair's problem is that he came to office having contrasted Labour integrity with Tory sleaze.
According to the Blairites, this is quite, quite different from the sleaze that engulfed the Tories.
But the cascade of sleaze helps to diminish what momentum Mr Brown does have.
Without the rigid discipline of profit and loss, crony capitalist sleaze like Solyndra becomes certain.
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Manic sleaze-busting and a focus on the lingering legacy of communist-era spies exhausted voters' patience.
To scrub every last whiff of sleaze from the used-car business, CarMax makes its sticker prices fixed.
Conservative Party vice-chairman Tim Collins said the different stories undermined Labour's claims to be free of sleaze.
The reason this time is not the sleaze and cronyism of the 1990s, but Slovakia's prickly principles.
In Tirana, where denouncers of sleaze are a rareish breed, he has been hailed as a hero.
Investigators say that while Inserra was claiming disability, he continued to perform with his Brooklyn-based band, Cousin Sleaze.
Similarly, the gorilla of sleaze has regularly been an important player in the cosy world of Slovak politics.
But one plausible argument for now taking that risk is that the Tory party is mired in sleaze.
Where, except for sleaze in the White House, are the similar problems today?
Not just obscure backbenchers, but senior ministers such as Geoffrey Robinson and Peter Mandelson, have been accused of sleaze.
Federal authorities described Cousin Sleaze as a punk band, though its website suggests its style is more hardcore metal.
Unless he deals with sleaze, Mr Erdogan may lose the trust of his own citizens and his European partners.
And what about his impassioned plea that newspapers and television focus on his transport policies rather than "Tory sleaze".
Mr Barak and his political allies boasted of their uncompromising hostility to sleaze.
Sleaze dogged the Tories during the 1990s, but now politicians of all stripes struggle to command the trust of voters.
That seems to have been the lesson that Tony Blair drew from the incessant culling in John Major's sleaze-prone government.
The widow of Jujuy's late governor he died last year is to stand as an unofficial sleaze-free Peronist in October's congressional elections.
The charge of "Conservative sleaze" came to symbolise the national mood that something was rotten at the heart of government.
As the economy revs up, we all let our guard down and some business types enriche themsleves through sleaze and fraud.
But with financial sleaze, Labour is in danger of falling into a similar trap to the one that caught the Tories.
Many voters too are hostile, tired both of repeated belt-tightening and of the air of sleaze that hangs around the government.
The problem for Mr Bush is that Ms Miers's withdrawal and the fuss about Plamegate compound a picture of incompetence and sleaze.
Having decided to use sleaze as a political weapon, he says, politicians should not be surprised that their reputation has been damaged.
The press makes hay over what it portrays as sleaze and trickery.
Other southerners, notably Spaniards and Portuguese, have both improved, though sleaze and corruption, especially at regional and city levels, is still common.
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