Slogan Doctor: Lib Dems: 'Change that works for you'

Naughty Liberal Democrats. Their election campaign slogan is not a bad one, but it's not new.

by John Morrish
Last Updated: 31 Aug 2010

The tagline was used by President Obama during his 2009 election campaign, for a two-week tour around the US on which he spoke on economic issues. 'Change' is indelibly associated with Obama, but both UK opposition parties have battened onto it. They want us to know that, whatever else they are, they're not Gordon Brown and the exhausted Labour Government.

But the rest of the slogan isn't as empty as the Tories' line, 'Year For Change' (MT March). 'Works' is a verb, which gives the slogan punch and purpose. It has a hint of wordplay, which lifts this otherwise unremarkable five-word phrase. Change 'works' - ie, is effective. But it also 'works for' you, meaning it serves you. 'You' is a powerful appeal to self-interest, which is the most basic of motivations. The whole slogan reads clearly and confidently: everyone can understand it. But what chance will the Lib Dems get to act on it?

Find this article useful?

Get more great articles like this in your inbox every lunchtime

35 Women Under 35 2020: Nominations open

Management Today's 35 Women Under 35 showcases the country's rising stars in business. Here's how...

Practical steps for breaking silos

Briefing: Adam Williams, former CEO of influencer marketing agency Takumi, shares what he learned about...

The Power 50: Proof that you can be a part-time CEO

Just a few years ago, executives were reluctant to admit they worked part-time for fear...

The 9 worst things a leader can say

Actions may speak louder than words, but words can still drop you in it.

Why you overvalue your own ideas

And why you shouldn't.

When spying on your staff backfires

As Barclays' recently-scrapped tracking software shows, snooping on your colleagues is never a good idea....