We don't need another slogan
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
DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Wednesday TV Wrap: Hard Quiz Beats Travel Guides For Entertainment Lead But Nine Wins The Night
The Wednesday night competition between ABC’s Hard Quiz and Nine’s Travel Guides for top spot in the entertainment ratings hotted up once again. This week, it was Hard Quiz in the top spot with 662,000 viewers, while Travel Guides had 648,000 in an ep exploring the Kimberley. On top overall was once again Seven News with 1,065,000 viewers, followed […]
Carat Wins General Motors Specialty Vehicles’ Media, Makes Two Senior Appointments
Carat Melbourne has won the General Motors Specialty Vehicles (GMSV) account for its Australia and New Zealand launch, following a competitive pitch against unnamed agencies.
Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
The UK Prime Minister has criticised anti-lockdown protestors who chased and verbally abused BBC Newsnight political editor Nick Watt. Watt was covering an anti-lockdown protest in central London when a group of maskless protestors began following and shouting at him. At one point, Watt began to run away while the protesters shouted ‘scum’, while one […]
Seven Reveals Revenues Up 45% In Q4
Seven West Media has revealed trading conditions in the fourth quarter of FY21 have been positive, with a strong rebound in advertising revenue compared to last year. Seven’s advertising revenue including BVOD is estimated to grow more than 45 per cent in the quarter. Early indications suggest ongoing positive momentum into the September quarter. The […]
marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]
Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal Partners With Welcome To Country
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high-profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
R/GA unveils its 'Future of Mobility Report'. Once again, no signs of flying cars, jet packs or teleporting.
Underwear Subscription Brand Knobby Shares Loyal Customers’ Stories In New Campaign
Here's some important underpants news if the state of your own Y-fronts or knickers have forced you into celibacy.
Digital Marketing Agency Whitehat Debuts New Website
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Thrive Homes Targets Broad Audience In The Property Market With ‘Clever Choice’ Campaign
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
NRL Beanies For Brain Cancer Launches For 2021
This remains a top initiative by the NRL. Unlike the mid-strength beer at games and the exorbitant ticket prices.
Fintech Start Up DiviPay Bolster Team With Head Of Accounting
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
ABC Set To Move Staff To Parramatta
Airs a QAnon story on Monday, gets moved to Parramatta by Wednesday. You do the maths people, you do the maths.
Reporter Stalked By Creepy Neighbour From ‘Home Alone’ While Reporting On Murderer Who Killed With A Nutribullet & Sheep Sedatives
This will be the best thing you read all day. Although it could also be the worst thing such is the unhinged reporting.
Adhesive Wins PR For Domain Group
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]
Façon Magazine Celebrates Powerful Women In Femme Issue
Visitors to B&T will always see the latest Façon in reception. We use it to hide New Idea and Boat & Trailer magazine.
Triple J To Launch New First Nations Show ‘Blak Out’
This headline may appear riddled with typos, but it's actually not. The actual body copy we're far less confident about.
Tuesday TV Wrap: Celebrity Apprentice Winner Announcement Tops Entertainment Charts
Celebrity Apprentice has been run & won for another year, meaning we must be due another reality cooking show very soon.
Thinkerbell Unveils Trio Of Spots In First Work For Bupa
These health insurance ads have a distinct Gen Y feel about them. Stops short of mentioning avocados on sourdough.
Carrefour Partners With LiveRamp To Deliver Next-Generation Retail Offerings
Carrefour may sound like a character from Beauty and the Beast, but fear not, this is still a tech story.
Broadcaster Forced To Apologise After Reporter Threatens To Beat Up Heckler
B&T first aired this story on Monday, so it does come with a whiff of 3-day-old leftovers in the back of the fridge.
