A key ingredient to any election is marketing and campaigning, and election campaigns are in a league of their own. From an IMC point of view, candidates are just another brand. The goal of the campaign is to inform and persuade voters to vote for them. And although there are many different marketing methods and tools that are used in a presidential campaign, there is one strategy that seems to never leave a voter’s mind: a slogan.
Slogans are created to summarize the candidate’s purpose and goals in a few words. Selecting the best campaign slogan is a pretty significant factor. This phenomenon does not only apply to political campaigns, but to any marketing campaign. Slogans should typically be short, effective, and to the point. If the slogan is effective, the public will be able to know what brand, or candidate, is associated with it. Examples of effective slogans include “Just Do It,” “Where’s the Beef?,” and “Got Milk?,” just to name a few, and of course there is our most recent example of Obama’s “Change” campaign.
So what are some ground rules that one must consider before deciding on a slogan specifically for an election candidate? For one, it has to be relevant to what the candidate truly stands for. An example of this is the slogan for Mike Huckabee that states, “Faith. Family. Freedom.”What seems to be an equally important factor is to match the slogan with the current times. This means that the slogan should not just address what is important to you as a candidate, but what is important to the citizens at the time of the election. There seems to be no greater example of this than the slogan Ronald Reagan used in 1980 that read, “Let’s Make America Great Again.”
Slogans may be short, but they are powerful and meant to represent the brand and what it stands for. When considering everything that goes into preparing a political campaign, something as small as a slogan may not seem very important, but selecting the right one is just another way to take advantage of improving your brand awareness and recognition.
An Oldie But Goodie: Here’s one of our favorite examples of a slogan! It may seem silly, but you’ll probably find yourself humming the tune after you hear it. Would a song like this have swayed your decision in the election?
-Claire Dillard & Liz LaPuasa