Tagline Guru Releases Survey of U.S. Presidential Campaign Slogans

Top Ranked Slogans Recognized for Influence and Memorability


SAN MATEO, CA – April 20, 2010 – Tagline Guru™, one of the world’s leading verbal branding agencies, today released its survey of the Top 20 U.S. Presidential Campaign Slogans from 1840 to the present.

According to 250 leading branding, marketing, and advertising professionals, A ‘New Deal’ for the American People (FDR, 1932) was ranked #1 out of more than 200 Presidential Campaign Slogans, followed by It’s Morning Again in America (Reagan, 1980); I Like Ike (Eisenhower, 1952); It’s the Economy, Stupid (Clinton, 1992); and Yes, We Can! (Obama, 2008).

Rankings were based on whether slogans have become synonymous with a candidate, campaign issue, or political party; exercised an influence on our culture and language; broken new ground in political sloganeering; or endured the test of time.

According to Eric Swartz, president of Tagline Guru, “Only a handful of slogans have played a pivotal role in U.S. presidential campaigns and earned a hallowed place in American folklore and political sloganeering. They're woven into our national fabric.

“On the other hand, the vast majority of slogans are merely quaint reminders of presidential campaigns gone awry – easily forgettable and chiefly relegated to the dustheap of history.”

Some influential slogans have captured the spirit of a campaign. Give ‘Em Hell, Harry!, which became an oft-repeated mantra at Truman’s whistle stops, helped propel his stunning come-from-behind victory in 1948.

By the same token, It’s Morning Again in America aptly reflected the sunny optimism that Reagan brought to the campaign.

“To be memorable, a slogan has to be catchy. To be politically effective, however, it needs to be authentic,” Swartz says. “For example, Yes, We Can! was immensely positive, intrinsically aspirational, and aligned with candidate Obama’s welcoming brand.

“In contrast, McCain’s slogan, Country First, appealed more to principle than to personal prerogative, and failed to imbue voters with the same feelings of inclusiveness or sense of empowerment.”

Swartz continues: “The best presidential campaign slogans give us a rallying cry that encapsulates our feelings about a candidate. They connect with us on an emotional level, revealing a universal truth that hits us where we live – whether it’s our deepest hopes, our greatest fears, our patriotism, or our pocketbook.”

A division of The Byline Group, Tagline Guru specializes in the creation, alignment, integration, and packaging of slogans, names, and brand platforms for organizations of all kinds.

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