Yes we can! A master of political slogans reveals his secrets

Times

9 hours ago

There can't be many people working in politics with a CV like Chris Bruni-Lowe's. One morning in late 2018 the pollster and strategist took an unexpected phone call from his old friend Nigel Farage. Together the two men had taken Ukip from nutty obscurity to nearly four million votes in a general election and the EU referendum victory it had always dreamt of. Now, with parliament deadlocked and Ukip back beyond the fringe, a restless Farage was planning his most audacious heist on British democracy yet: the Brexit Party. Now he needed a slogan. To Bruni-Lowe, a shaven-headed thirtysomething from south London, Farage was insistent: he wanted to promise a 'political revolution'.
Saying no to Farage is never easy. But Bruni-Lowe did just that. 'I pointed out to him that the politically explosive connotations of the term made it a risky choice,' he writes in Eight Words That Changed the World, a fascinating and timely history of election slogans – some of them his. Instead he settled on a gentler line with a deliberate double meaning: 'Change politics for good.' Farage won the European elections of 2019, Theresa May was ousted as prime minister, then Boris Johnson got Brexit done. 'We had succeeded,' Bruni-Lowe reflects, 'in choosing the right word for the right candidate at the right time.'
A couple of pages after this story Bruni-Lowe recounts another of his professional triumphs. 'I was advising Milojko Spajic, a former finance minister in Montenegro … He had resigned from the government six months earlier to found a new political party called Europe Now! and he wanted my help to win the presidential election in March 2023.' Pardon me? What now? Europe when? We thought you were the Farage guy. But no: here is Bruni-Lowe, settling on the slogan 'It's time' to help another upstart party 'overturn some deeply entrenched attitudes' and win an election on a pro-EU platform. It worked. Just how does he do it?
In an age of volatile electorates and unpredictable polls, this stuff is more important than it has ever been. At their best, slogans capture the zeitgeist and express in not even a sentence the essence of a politician's mandate. Just ask Keir Starmer. 'Change', one of Bruni-Lowe's eight words, spoke to the anti-Tory mood of 2024, but is proving rather difficult to substantiate in office. Few people know all of this better than the author, a gun for hire whose work has taken him to almost every democracy in the world. There is a little bit of memoir in this pacey, breezily written history of a much misunderstood political art — I almost wanted more — but it is short on baccy-stained anecdotes about Farage. Instead, this short book's great strength is in its breadth and depth.
Those eight words are people, change, democracy, strong, together, new, time and better, with a chapter for each — and two bonus choices, great and future, as our introduction and epilogue. Some are invariably more effective, ambiguous and elastic than others, but it of course depends where you are. As the Liberal Democrats have learnt from a century of banging on about proportional representation, lecturing UK voters about 'democracy' is likely to put them to sleep. In embattled states like Taiwan and Ukraine, however, it means something real. Parties that look knackered, meanwhile, can be reinvigorated by the judicious use of a single word. Old rogues like Recep Erdogan in Turkey and Viktor Orban in Hungary have both used the word 'time' to present themselves afresh to exhausted electorates.
Political journalists like me are constantly discovering that there's really nothing new in our line of work — and that is also the lesson here. Not least the word 'new', which turns out to belong to rather more people than Tony Blair. Vladimir Putin, Erdogan and the Belarusian dictator Aleksandr Lukashenko all used it to win the elections that would, in time, turn them into very old-school strongmen. The best slogans are a repository for millions of diffuse — and very different — hopes and dreams.
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Take Barack Obama. 'Yes we can' was his clarion call to a restive America in 2008. Even I, the sort of tragic political nerd who watches old Michael Cockerell documentaries on holiday, didn't know that Alex Salmond had used the same slogan for the SNP in the general election of 1997. As Bruni-Lowe notes, drily and wryly: 'It is plain to see that Alex Salmond and Barack Obama had different qualities.' It wasn't so much the slogan that mattered, but the time and place in which voters were reading it. 'The words can work,' he writes, 'but only if they're used by the right person at the right time.'
See also: Winston Churchill. Almost absurdly, given how intimately he was then known by the British public, Churchill told voters that it was 'time for a change' in 1951. Despite knowing him only too well — just as they knew Farage by 2019 — they happened to agree. But when the Republicans ran Thomas Dewey against Franklin D Roosevelt with the same slogan in 1944, Americans laughed him out of the room. Yes, Roosevelt was running for an unprecedented and controversial fourth term — but the business end of the Second World War was not, it turned out, the ideal time for a change. Perhaps my favourite one of all is the frankly deranged slogan employed by the Japanese Social Democrats in 2021: 'Change is fun!' That may be the implicit logic of every 'change' line, but in this case the voters did not agree. They won one seat.
As South Africa prepared for its first multiracial elections in 1994, Nelson Mandela — not a man we imagine as a ruthless electioneer — learnt a similar lesson. He told his American strategists, Stan Greenberg and Frank Greer, that he had come up with the ideal slogan for the African National Congress: 'Now is the time.' They duly polled it and found it resonated only with hardcore activists from the ANC. Mandela, 75 but ever conscientious, did not much like that. 'He really wanted to unite the country,' Greer, one of many gnarled veterans to speak on the record, tells Bruni-Lowe. 'I've never been a candidate,' Mandela would say. 'I want to learn how to be a candidate.' That resulted in a slogan befitting of a father of the rainbow nation: 'A better life for all.'
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As Bruni-Lowe rightly concludes, the election slogan has never been more important. With everything up for grabs in British politics, his comrades in the polling fraternity should study his book. I bet Farage will. And if that scares you, read to the very end. The author's parting shot should terrify well-meaning liberals even more than the prospect of a Reform government. The reader we should worry about isn't an unscrupulous politician but ChatGPT. The future, Bruni-Lowe warns, is a world of 'hyper-targeted slogans', written by AI, mashing his eight words together in different orders for each individual voter and smashing our national conversation into tens of millions of pieces. That's certainly new. It will be a change too. And it's about time politics caught up with technology. But is it democracy?
Eight Words That Changed the World: A Modern History of the Election Slogan by Chris Bruni-Lowe (Biteback £20 pp272). To order a copy go to timesbookshop.co.uk. Free UK standard P&P on orders over £25. Special discount available for Times+ members