When you don’t have a record worth running on, apparently coming up with a new campaign slogan isn’t easy.
Advisers say a fresh slogan to replace the winning “Change we can believe in” mantra of 2008, is unlikely to appear before Obama knows who his Republican opponent will be and starts big campaign travel swings, likely in the spring or summer.
His campaign posters now say simply, “Obama 2012.”
But Obama’s surrogates have roadtested some slogans in recent months, including “Winning The Future,” which the White House used to promote its budget, and “Greater Together,” which the campaign has used to brand its youth outreach effort.
A new tagline will have to reflect a new reality.
Obama is no longer a Washington outsider, unemployment is falling but still high, and economic insecurity for many voters is a huge concern that a simple slogan cannot overcome.
Got any slogan suggestions?