We don't need another slogan

We don't need another slogan
SHARE
THIS



With all the three-word slogans and future broken promises being pepper-sprayed on the Australian public by Mr Abbott and Mr Rudd of late, I feel compelled to offer up an alternative.

Mr Abbott and Mr Rudd's individual goals are, in principle, the same and simple – they want to inspire the Australian public to vote for them. Unfortunately their slogans and tactics to date have been anything but inspirational.

Mr Rudd unveiled the Australian Labor Party’s 2013 election slogan, ‘A New Way’, on September 7th. Mr Abbott retorted with a triple barreled slogan for the Coalition, ‘Choose Real Change. A Stronger Australia. A Better Future’.

It’s safe to assume that incredible amounts of research and soul searching went into each of these slogans, but they don't really mean anything tangible and I’m certain the Australian public aren’t absorbing or associating with them in any meaningful way. Brevity is a powerful tool but nowhere near as powerful as comprehension and connection.

A slogan in itself doesn't mean much, it's a handful of words. But when you put it together with a campaign full of ideas, colour and movement with one overriding and clear message, then it becomes a meaningful slogan. When created and executed well, it becomes a virtual circle: the slogan suggests something meaningful, the actions of the party reinforce the slogan, then the audience listens, engages and hopefully responds.

Close your eyes and imagine for a second – you hear the crowd chant 'C'mon, Aussie, c'mon' – you see images of Lillee running in to bowl – it’s a big moment. What began as a blatantly simple and childlike few words takes on meaning when associated with something or someone representative of a valued idea, action or principle. It has the power to galvanise a nation.

So why doesn't 'A New Way' work? Because it has no underlying energy, no impetus in what Rudd represents.  Where is the new way?  What do we see in the colour and energy of his campaign that reinforces the slogan? What's new? In my view, it's a paper thin attempt to hark back to New Labor. 

So what’s wrong with ‘Choose real change. A stronger Australia. A Better Future.’? Well to start with, that's three slogans. And three ideas: change, strength and a better future. Too much. And beneath it, no single direction or proposition that reinforces the words. Nothing memorable, nothing to excite or inspire.

Not a pleasant thought perhaps, but imagine locking yourself in a room with Mr Abbott or Mr Rudd for a day (yes, a whole day) and getting them to talk about their lives, their past, their dreams, and their most enthusiastic intentions for Australia… for the whole world. I refuse to believe that you would not generate a set of genuine and inspiring ideas from which a few words could be simmered out to encapsulate an honest and heartfelt vision.    

As a guy who creates brands and writes slogans for a living, I guess you’d expect me to list off a series of new and improved slogans for our respective political gladiators. This is not going to happen.

To date, the Australian voter has heard too many words and seen nowhere near enough action from both leaders and to me this appears to be the missing link.

Actions Not Slogans

The irony is not lost on me that the above is basically a slogan. The difference is that it would be the very last slogan from either party. Our leaders need to take the bold step and act first and speak second. In advertising we call it ‘DoSay’. It’s the simple strategy of doing something great first and then telling customers about it second, rather than the other way around. It's authentic, powerful and inspirational.

In a landscape of words, actions speak very loudly.

Jonathan Pease is executive ideas director and managing partner at Tongue. 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]