It's normally a mistake in political comms to obsess about the slogan at the detriment of all else. If you want to use the slogan less, use it less and phase it out. Try not to brief that you are changing the slogan.
Show. Don't tell.
Show. Don't tell.
Messaging is an oil tanker and can't simply be turned round overnight.
For a few months in 2012-13, "Winning The Global Race" was the political slogan of the Conservative Party. Until research made clear that people found it unsettling and definitely not a vote winner (2)
For a few months in 2012-13, "Winning The Global Race" was the political slogan of the Conservative Party. Until research made clear that people found it unsettling and definitely not a vote winner (2)
The "Long Term Economic Plan" was the eventual replacement and ended up being trotted out by anyone with a blue rosette by election day 2015.
But it was never really launched as a new thing. It just gradually bled into everything the Conservative Party did and said (3)
But it was never really launched as a new thing. It just gradually bled into everything the Conservative Party did and said (3)
It started just as the "plan" I think in the middle of 2013 - where it would be inserted into DC/GO speeches
And then in the winter of 2013-14, it become more officially branded - presented as a numbered plan for the first time in a Cameron op ed in Jan 2014 (4)
And then in the winter of 2013-14, it become more officially branded - presented as a numbered plan for the first time in a Cameron op ed in Jan 2014 (4)
By spring 2014, Tories were referring to the "long term economic plan that we've been following since 2010".
That feels like the messaging space the Government should be adopting on this challenge "the phased return to work we've been following since May" (5)
That feels like the messaging space the Government should be adopting on this challenge "the phased return to work we've been following since May" (5)
It's not particularly binary, flashy or stark. But neither is the policy reality for the UK over the next few months - and messaging should probably reflect that (6)
Public health messaging is different to election messaging - there is more of an immediate and necessary call to action.
But people aren't stupid and - contrary to Westminster myth - can do trade-offs and nuance. We're going to need to (7)
But people aren't stupid and - contrary to Westminster myth - can do trade-offs and nuance. We're going to need to (7)
This always easier to say from the outside. But I am not sure pre-briefing a change in slogan to such fanfare - and then obsessing and dissecting the slogan to such a degree - will get anyone very far (8)
