In the ever-changing landscape of advertising, where campaigns seem to come and go like fleeting moments, there's one constant that usually stands the test of time: the slogan.
These catchphrases have the power to etch themselves into the minds of consumers, becoming the very essence of a brand. A well-crafted slogan can transcend generations, remaining steadfast even as CMOs come and go.
But what about political slogans? Do they possess the same staying power as their commercial counterparts? Can they withstand the tumultuous tides of political change and remain etched in the hearts and minds of voters? The short answer is no. But things might be changing.
Slogans have often been dismissed as mere window dressing, a catchy phrase that does little to sway voters. However, recent trends in Canadian politics suggest that the art of sloganeering is not only alive and well but may be more influential than ever before.
Despite the claims of political strategists like Pierre Poilievre's chief adviser Jenni Byrne that "slogans do not matter," the reality on the ground tells a different story.
Just so I can't be accused of misquoting Ms. Byrne, here's a transcript of the exchange on the Herle Burly podcast in September 2019 between her, Liberal strategist Scott Reid, and David Herle.
Jenni Byrne: "Narratives matter. Slogans do not matter. It can help define the narrative. It can help keep people focused but at the end of the day you can knock on a thousand doors and maybe one person can tell you what your slogan was."
Scott Reid: "I don't think they matter in the real world. I think they matter only internally in terms of telling people what they want to believe, about what the party supports already, but as an electoral tool they don't mean anything."
David Herle: "I don't remember actually what the slogans were on most of the campaigns I worked on."
I'm willing to bet that if I were to knock on a thousand doors today, most would recall the "Axe the Tax" slogan repeated ad nauseam and worn on T-shirts these days. Many would add that we need to "Spike the Hike," "Fix a Broken Canada" with the "Common Sense Conservatives," and "Bring It Home."
Perhaps one of the reasons Ms. Byrne claimed that slogans do not matter during election campaigns is that most are simply not very catchy nor memorable. If a camel is a horse designed by a committee, most political slogans sound like they're designed by a committee watching a focus group. It's telling that Herle claimed in that same podcast to not remember the slogans for campaigns he worked on. They can't have been too inspiring.
It's striking how the tone of political slogans appears to have shifted in favour of more colloquial and colourful language. "It's the economy, stupid" was used by Bill Clinton's campaign during the 1992 U.S. presidential election against George H. W. Bush. It was not used as a public campaign slogan, but served as an internal reminder to Clinton's campaign workers and eventually became a popular phrase in American politics.
Powerful slogans naturally come from convictions, which makes them rallying cries. These shouted phrases chanted by fighters before or in battle shouldn't be focus group tested. They should be road-tested at rallies. This appears to be exactly what the Conservatives understand.
However, slogans, just like repetitive ads, can wear out or thin over time. As such, we might reach slogan fatigue before the next election, particularly if the Conservatives are increasingly accused of campaigning with catchy, yet empty, slogans.
Or if the party leader inserts them into every statement he makes. Reporting on the politicians and dignitaries assembled at Brian Mulroney's funeral in Montreal was particularly noteworthy for what Pierre Poilievre said in French about the former Prime Minister. He couldn't resist delivering his "common sense" slogan on that snowy and sombre day in Montreal: "I think he launched a consensus of great common sense in 1984 by reducing the role of the federal government, privatizing state-owned enterprises, deregulating by cutting red tape, and reducing taxes for workers and businesses. It's the same thing we need today." (The translation is mine.)
This brings us to the Liberals and their apparent discomfort with catchy slogans. Perhaps they think they're too populist, or lack the dignity of government communications. After all, the federal and provincial conservatives have cornered the market for MAGA-style, three-word slogans like "Stop the Steal." Recall Alberta Premier Danielle Smith's "Tell the Feds" campaign last year.
The Liberals should get over it and start talking the way people talk.
Take the price on pollution scheme, commonly and perhaps irrevocably known as the carbon tax. The government announced it was "rebranding" it earlier this year. It turned out to be a renaming from "Climate Action Incentive Payment" to "Canada Carbon Rebate." This way, Canadians finding unexplained amounts on their bank statements would know where the money is from. But that's not rebranding.
On March 19, I thought the government was about to launch an integrated advertising campaign to finally take control over the narrative. The media advisory was for a scrum with Steven Guilbeault, Minister of Environment and Climate Change, in the foyer of the House of Commons to "promote the Canada Carbon Rebate as a measure that is helping to fight climate change and support Canadian families."
The advisory had a catchy slogan: "Keep the Cash, Care for Climate." It was a refreshing change in tone for the government. I'm eagerly waiting for the ad campaign, assuming one is forthcoming.
It's possible the Liberals are reluctant to use government funds to inform Canadians about the Canada Carbon Rebate program since they campaigned in 2015 on a promise to end partisan Government of Canada advertising. They shouldn't be.
This is a government program many Canadians are misinformed about. Surely, an effective communications campaign can stay clear of the colour red and references to "sunny ways."
Éric Blais is president of Headspace Marketing, a consultancy that helps marketers build brands in Quebec. He can be reached at feedback@headspacemarketing.
