Is there a winning formula behind crafting successful campaign slogans?

In every election season, amid the posters, debates, and policy promises, one element consistently stands out: the campaign slogan. Short, punchy, and memorable, a slogan distills a candidate’s entire platform into a few carefully chosen words. But what makes a political slogan truly effective? Why do some, like Barack Obama’s “Yes, We Can” or the Brexit campaign’s “Take Back Control,” linger in public memory while others fade without a trace?

Political strategist Chris Bruni-Lowe believes he’s cracked the code. After analyzing 20,000 political messages from around the globe, he identified a set of eight emotionally charged words that frequently appear in winning campaigns: people, better, democracy, new, time, strong, change, together.

These words, Bruni-Lowe argues, aren’t magic spells that guarantee electoral success. They can’t salvage an unpopular candidate or mask weak policies. Instead, they function as emotional triggers—simple yet powerful tools that resonate across cultures and political ideologies. A socialist in South Africa, a conservative in Luxembourg, and a populist in Hungary can all use these words to rally support, despite vastly different platforms.

The standout word in Bruni-Lowe’s findings is people. Campaigns that place people at the center of their message tend to create a strong sense of inclusiveness and purpose. Bill Clinton’s “Putting People First” and “For People, For a Change” in the 1992 U.S. presidential race are key examples. These slogans helped Clinton frame himself as the candidate for ordinary Americans, standing in contrast to an out-of-touch establishment.

However, not all successful slogans rely on the “winning eight.” Some campaigns achieve viral success by being hyper-specific and addressing a dominant public concern head-on. Boris Johnson’s “Get Brexit Done” is a prime example—a slogan that cut through political noise with urgency and clarity. Bruni-Lowe labels these kinds of slogans as bespoke, tailored to a unique political moment. Though they may lack longevity, their impact during a crisis or singular issue can be explosive.

Bruni-Lowe’s own track record includes slogans like “Change Politics For Good” for the Brexit Party and “It’s Time” for Montenegro’s EU-leaning presidential candidate, Jakov Milatovic. These slogans used timeless emotional cues—change, hope, and renewal—without losing relevance to the voters’ immediate concerns.

One of the most iconic slogans of all time, “Make America Great Again,” exemplifies Bruni-Lowe’s theories. While Donald Trump popularized the phrase, it had previously been used in Reagan’s 1980 campaign and even in 1950s Britain. What set Trump apart was his ability to turn it into a political brand—legally trademarked, emotionally potent, and deeply tied to his political identity.

In the UK, the Brexit slogan “Take Back Control” similarly demonstrated the power of emotional simplicity. It promised empowerment and autonomy in just three words. Meanwhile, the Labour Party’s sweeping 2024 victory was encapsulated in a single, electrifying word: Change. In contrast, the Conservative slogan—“Clear Plan, Bold Action, Secure Future”—was grammatically tidy but emotionally hollow.

Bruni-Lowe sees a shift on the horizon. As political campaigns become more tech-savvy, we may witness the decline of universal slogans in favor of personalized, data-driven messaging. With the help of AI tools and even neuroscience techniques like fMRI scanning, campaigns are beginning to target voters on an individual level. Imagine political messages so tailored that each voter receives a slogan crafted just for them, designed to tap directly into their deepest concerns and emotions.

Yet even as the tools evolve, the core principle remains: emotion sells. The most effective slogans aren’t just heard—they’re felt. They make voters believe, hope, and act.

Perhaps no slogan better exemplifies this than Dwight D. Eisenhower’s 1952 campaign phrase: “I Like Ike.” Simple, rhyming, and catchy, it was backed by a jingle from Irving Berlin and broadcast over early television. It was so effective that Eisenhower kept it for his re-election campaign, only modifying it slightly to say, “I Still Like Ike.”

In the end, Bruni-Lowe’s research reminds us that slogan writing is both art and science. It’s about finding that perfect balance between timeless emotional appeal and the urgent needs of the moment. Whether hand-crafted or algorithmically optimized, the best slogans capture more than policy—they capture the soul of a campaign.