Communication and Change
Democrats, being Democrats, are having a big argument right now about their new slogan, “A Better Deal.”
Is it on point? Does it suck? What do the polls say?
It doesn’t freaking matter.
Quick, now. What was Barack Obama’s slogan in 2012? George W. Bush’s in 2000 and 2004? Bill Clinton’s in ’92 and ’96?
You don’t remember. And it doesn’t matter.
Ah, but I bet you think you remember the Obama ‘08 slogan. “Hope and Change,” right? Actually he had at least four: “Hope,” Change,” “Change We Can Believe In,” and “Change We Need.”* They didn’t matter — until Obama made them matter.
You know what else doesn’t matter? Logos. Obama didn’t even like his now-iconic ’08 logo when he first saw it.
“It’ll do,” he said. And he was right. So would have lots of others.
People don’t vote for slogans. They don’t vote for logos. They vote for strong leaders who share their values.
Who fights over a slogan? Not leaders.
Fighting over the slogan — and all the related fussing over polls, focus groups, policy details — only signals voters that Democrats are obsessed with little stuff. Leaders are not obsessed with little stuff.
Leaders are focused on their vision of a better future, and they have the personal presence to inspire us with that vision.
It’s in that presence that leaders make their case. Democrats trying to figure out how to win need to stop trying to figure it out. They need to discover the world below their necks.
Then they might stumble across why Kentucky Congressional candidate Amy McGrath has exploded onto the national stage with her first campaign commercial. Holy smokes, there’s a leader.
Quick quiz: What’s her slogan?
Answer: Who cares?
*Want more presidential campaign slogan trivia? Here’s a list.