Slogan Doctor: The Conservative Party: 'Year For Change'

The Tory party has no-one else to blame for this slogan. According to a woman at the press office, it was devised by the party's internal PR team.

by John Morrish
Last Updated: 31 Aug 2010

It's supposed to be self-explanatory, representing the party's hope that 'this will be a year for change'. It could have said that. Instead, we get an ugly, truncated phrase that says nothing. 'Year' needs something in front of it: 'a' or 'the', or an exhortation such as 'Make this a ... '. As it is, it sounds blunt and aggressive. Then there's 'change'. As a political rallying cry, 'change' is feeble. It just says: 'Fed up with the other lot? Give us a try.' It promises something different, but not something better. It's also a shameless echo of the Obama campaign, but Obama's slogan was grammatical and made sense: 'Change we can believe in.' And in the US context, 'change' was a resonant and powerful word, recalling Sam Cooke's 'A change is gonna come', an anthem of the black civil rights movement. Swapping one Westminster party and career politician for another is nothing like that.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

A leadership thought: Treat your colleagues like customers

One minute briefing: Create a platform where others can see their success, says AVEVA CEO...

The ignominious death of Gordon Gekko

Profit at all costs is a defunct philosophy, and purpose a corporate superpower, argues this...

Gender bias is kept alive by those who think it is dead

Research: Greater representation of women does not automatically lead to equal treatment.

What I learned leading a Syrian bank through a civil war

Louai Al Roumani was CFO of Syria's largest private retail bank when the conflict broke...

Martin Sorrell: “There’s something about the unfairness of it that drives me”

EXCLUSIVE: The agency juggernaut on bouncing back, what he would do with WPP and why...

The 10 values that will matter most after COVID-19

According to a survey of Management Today readers.