Skip to content

Obama’s new slogan: looking to replace Hope and Change

WASHINGTON (Reuters) – Winning The Future. Greater Together. We Don’t Quit.

They may not be official but those are all phrases that could in one form or another be candidates to become President Barack Obama’s’re-election slogan.

Advisers say a fresh slogan to replace the winning “Change we can believe in” mantra of 2008, is unlikely to appear before Obama knows who his Republican opponent will be and starts big campaign travel swings, likely in the spring or summer.

His campaign posters now say simply, “Obama 2012.”

But Obama’s surrogates have roadtested some slogans in recent months, including “Winning The Future,” which the White House used to promote its budget, and “Greater Together,” which the campaign has used to brand its youth outreach effort.

A new tagline will have to reflect a new reality.

Obama is no longer a Washington outsider, unemployment is falling but still high, and economic insecurity for many voters is a huge concern that a simple slogan cannot overcome.

Obama is aware of that difficulty. He still refers to his old slogan at campaign fundraisers, emphasizing the “change” he has achieved, while dropping lines that could be test runs for a pitch to convince voters to give him another term.

“When you think about change that we can believe in, as hard as these last three years have been, don’t underestimate the changes we’ve made,” Obama said at a fundraiser in California this week.

“Inspiration is wonderful, nice speeches are wonderful, pretty posters, that’s great. But what’s required at the end of the day to create the kind of country we want is stick-to-it-ness. It’s determination. It’s saying, ‘We don’t quit.’”

In his State of the Union address last month, the president also played up the issue of economic fairness, which branding experts said could encapsulate his 2012 pitch.

“Owning ‘fairness’ is a powerful idea, but getting that idea communicated in a clear, sticky way is very hard,” said Allen Adamson, managing director of marketing firm Landor Associates.

“Telling that story is more difficult than telling a ‘change’ story because you have to define fairness for who, and what’s unfair, and why is fairness important. Change was a brutally simple idea.”

After three years of governing – fulfilling some promises and breaking others – the word “change” is a tricky brand for the president to espouse.

But Obama’s advisers say his philosophies are still the same, even if the words associated with them from 2008 are not part of this year’s campaign tagline.

“This election is also about hope and about change. That doesn’t necessarily mean they’re going to be in the slogan,” said David Axelrod, Obama’s message guru and senior campaign strategist.

“But the president has a very hopeful, optimistic view about this country, even with all the challenges we have, and is working toward that.”


The importance of a crisp message is not lost on Obama’s team. Political branding has been critical to defining and winning U.S. presidential elections since as far back as 1840 when the William Henry Harrison-John Tyler ticket rode to victory with the slogan “Tippecanoe and Tyler too.”

Not all slogans clicked with voters.

Former Vice President Al Gore, the Democratic candidate who lost to George W. Bush in 2000, did not make waves with “People Not The Powerful” or “I Will Fight For You.”

Senator John McCain, Obama’s Republican challenger in 2008, captured his personal story with “Country First” but did not touch the public in the way his better-branded opponent did.

Advertising executives cited Republican President Ronald Reagan’s “Morning again in America” message in 1984 as a brand that resonated – and for an incumbent president, no less.

“(That) communicated this notion that Reagan had declared success and now it was time to celebrate a new day in America and give Reagan four more years to complete the task,” said Denis Riney, a senior partner with Brandlogic, a firm that advises large corporations.

Obama could benefit from something in a similar vein.”

Republican candidates are trying to go with simple branding ideas too, and most of them have adopted themes that suggest the United States under Obama is on the wrong track.

Former Massachusetts Governor Mitt Romney uses “Believe in America,” former House of Representatives Speaker Newt Gingrich has “Rebuilding the American Dream” plastered on his bus, and U.S. Representative Ron Paul proposes to “Restore America Now.”

Branding experts said it was smart for Obama to keep his slogan under wraps until his opponent was clear. Targeting a catchphrase to contrast with Romney could be different from aiming one at former Pennsylvania Senator Rick Santorum, for example. Santorum is leading among Republicans in some national polls.

Axelrod, who would not tip his hand on what Obama’s slogan would be, said the message from all the Republicans was different from that of the Democratic White House occupant.

“I listen to these Republicans speak and they have such a dark, grinding kind of view of this country,” he said.

“We have a lot of strengths in this country. We’ve got a lot of challenges, but we’ve also got a lot of strengths, and we’re going to work our way through this moment. But that will require change, and those changes are changes that we have to continue.”

It may not be catchy, but “changes that we have to continue” may at least be a start.

Mochila insert follows …

Related Posts with Thumbnails

Posted in Politics.

Tagged with , , , .

0 Responses

Stay in touch with the conversation, subscribe to the RSS feed for comments on this post.

Some HTML is OK

or, reply to this post via trackback.

Support #altnews & keep Dark Politricks alive

Remember I told you over 5 years ago that they would be trying to shut down sites and YouTube channels that are not promoting the "Official" view. Well it's all happening now big time. Peoples Channels get no money from YouTube any more and Google is being fishy with their AdSense giving money for some clicks but not others. The time is here, it's not "Obama's Internet Cut Off Switch" it's "Trumps Sell Everyones Internet Dirty Laundry Garage Sale". This site must be on some list at GCHQ/NSA as my AdSense revenue which I rely on has gone down by a third. Either people are not helping out by visiting sponsors sanymore or I am being blackballed like many YouTube sites.

It's not just Google/YouTube defunding altenative chanels (mine was shut), but Facebook is also removing content, shutting pages, profiles and groups and removing funds from #altnews that way as well. I was recently kicked off FB and had a page "unpublished" with no reason given. If you don't know already all Facebooks Private Messages and Secret Groups are still analysed and checked for words related to drugs, sex, war etc against their own TOS. Personally I know there are undercover Irish police moving from group to group cloning peoples accounts and getting people booted. Worse than that I know some people in prison now for the content they had on their "secret private group". Use Telegrams secret chat mode to chat on, or if you prefer Wickr. If you really need to, buy a dumb phone with nothing for the NSA/GCHQ to hack into. Ensure it has no GPS tracking on it and that the battery can be removed. These are usually built for old people to get used to technology storing only a set of numbers to call. However they have no games, applications to install or other ways people can exploit the computer tracking device you carry round with you most of the day - your smart phone. If you are paranoid ensure that you can remove the battery when travelling around and do so to prevent GPS tracking or phone mast triangulation. Even with your phone in Flight mode or turned off, it can be turned on remotely and any features like front or back cameras, microphones and keylogging software can be installed to trace you.

So if your not supporting this site already which brings you news from the Left to the Right (really the same war mongering rubbish) then I could REALLY do with some..

Even if it's just £5 or tick the monthly subscription box and throw a few pound my way each month, it will be much appreciated. Read on to find out why.


Any support to keep this site would be appreciated. You could set up a monthly subscription for £2 like some people do or you could pay a one off donation as a gift.
I am not asking you to pay me for other people's articles, this is a clearing house as well as place to put my own views out into the world. I am asking for help to write more articles like my recent false flag gas attack to get WWIII started in Syria, and Trump away from Putin. Hopefully a few missiles won't mean a WikiLeaks release of that infamous video Trump apparently made in a Russian bedroom with Prostitutes. Also please note that this article was written just an hour after the papers came out, and I always come back and update them.

If you want to read JUST my own articles then use the top menu I have written hundreds of articles for this site and I host numerous amounts of material that has seen me the victim of hacks, DOS plus I have been kicked off multiple hosting companies, free blogging sites, and I have even had threats to cease and desist from the US armed forces. Therefore I have to pay for my own server which is NOT cheap. The more people who read these article on this site the more it costs me so some support would be much appreciated.

I have backups of removed reports shown, then taken down after pressure, that show collusion between nations and the media. I have the full redacted 28/29 pages from the 9.11 commission on the site which seems to have been forgotten about as we help Saudi Arabia bomb Yemeni kids hiding in the rubble with white phosphorus, an illegal weaapon. One that the Israeli's even used when they bombed the UN compound in Gaza during Operation Cast Lead. We complain about Syrian troops (US Controlled ISIS) using chemical weapons to kill "beautiful babies". I suppose all those babies we kill in Iraq, Yemen, Somalia and Syria are just not beautiful enough for Trumps beautiful baby ratio. Plus we kill about 100 times as many as ISIS or the Syrian army have managed by a factor of about 1000 to 1.

I also have a backup of the FOX News series that looked into Israeli connections to 9.11. Obviously FOX removed that as soon as AIPAC, ADL and the rest of the Hasbra brigade protested.

I also have a copy of the the original Liberal Democrats Freedom Bill which was quickly and quietly removed from their site once they enacted and replaced with some watered down rubbish instead once they got into power. No change to police tactics, protesting or our unfair extradition treaty with the USA but we did get a stop to being clamped on private land instead of the mny great ideas in the original.

So ANY support to keep this site running would be much appreciated! I don't have much money after leaving my job and it is a choice between shutting the server or selling the domain or paying a lot of money just so I can show this material.

Material like the FSB Bombings that put Putin in power or the Google no 1 spot when you search for protecting yourself from UK Police with "how to give a no comment interview". If you see any adverts that interest you then please visit them as it helps me without you even needing to give me any money. A few clicks per visit is all it takes to help keep the servers running and tag any tweets with alternative news from the mainstream with the #altnews hashtag I created to keep it alive!

However if you don't want to use the very obvious and cost free ways (to you) to help the site and keep me writing for it then please consider making a small donation. Especially if you have a few quid sitting in your PayPal account doing nothing useful. Why not do a monthly subscription for less money instead. Will you really notice £5 a month?