The Labour Party have kicked off their general election campaign using a single word slogan: Change.
It’s the most extreme distillation of the classic challenger positioning of “time for a change” that we’ve seen in British politics.
It’s reminiscent of Obama’s re-election slogan in 2012, which distilled the classic incumbent position of “it’s not time for a change” into a single word: Forward.
The are several benefits to a slogan of such brevity.
It’s easy for voters to absorb .
It’s very flexible. It can be applied to specific policies, as well as be all-encompassing.
As it’s short, you can make it big and emphatic on communication collateral, which helps its impact further.
And this single-word slogan is both a call to action and a promise of something better, rolled into one.
The negative of reducing the idea into its purest form is that it can seem generic or lacking in substance. It can leave you wanting something more.
On balance I think this was a good choice. It’s risk free and yet, in stripping the message back to its bare bones, it feels original.
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