Those attending the Conservative Party Conference in Manchester over the next few days will quickly get to know a new phase: “Get Brexit Done”.
It is emblazoned across doorways, featured on banners in auditoriums and has been as a hashtag by the Party and its leader Boris Johnson.
Is this slogan just for the conference, or is it a slogan that those of us not spending the week in Manchester will quickly become better acquainted with once a general election campaign kicks off in earnest?
“Get Brexit Done” is an excellent piece of political communication.
It is a wonderfully simple summary of their electoral pitch: we’re the only party who are both able and determined to deliver on the referendum result.
Whilst it focuses on the most important issue of the day, it is also a broad enough creative platform to accommodate the wide range of messages that will be necessary in order to appeal to different parts of the electorate: “get Brexit done so that we can do <insert salient policy for audience segment>”.
It has an optimistic feel to it and yet speaks to the deep sense of frustration that polling shows that everyone – regardless of whether they voted Leave or Remain – feels about the never-ending Brexit saga.
Another crucial sentiment the slogan is able to feature is the public’s desire for reconciliation. Focus groups I’ve sat in clearly point to a yearning to heal the divisions that Brexit has revealed in our society.
In the excellent book “Revolt” by Bridget Angear and Alex Lewis, there is an analysis of successful campaign slogans which suggests the ingredients are 1) that they are four words or fewer 2) they contain a verb, a problem and a solution.
This slogan ticks all the boxes: “Get” is the verb, “Brexit” is the problem and “done” is the solution.
There were rumours doing the rounds that the slogan would be one of “Trust the people” and “Tell them again”.
“Get Brexit Done” is better than both of these and given the likely proximity of the next general election, I suspect it’s one we’ll be seeing much more of.