Obama testing campaign slogans
Source: Agencies |
February 19, 2012, Sunday
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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 US 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 tag line 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 several days ago.
"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.
Allen Adamson, managing director of marketing firm Landor Associates, said: "Owning 'fairness' is a powerful idea, but getting that idea communicated in a clear, sticky way is very hard."
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 slogan.
They may not be official but those are all phrases that could in one form or another be candidates to become US 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 tag line 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 several days ago.
"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.
Allen Adamson, managing director of marketing firm Landor Associates, said: "Owning 'fairness' is a powerful idea, but getting that idea communicated in a clear, sticky way is very hard."
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 slogan.
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