According to those who know about these things, political slogans, those short pithy statements plastered across websites, banners, and lawn signs, are an important part of a candidate’s brand.
The experts say that in addition to being short, slogans should be vague and inspiring. Because it’s not so much what they say but what the voters hear that matters.
Weird, eh?
Some NDP slogans
Two provisos here: (1) I’m focusing on the three candidates who appear to be the front runners but it’s early days and this could change in a nanosecond, and (2) this is a discussion about the candidates’ slogans, not which candidate would be the best NDP leader.
Okay, with that out of the way, here are the slogans:
Naheed Nenshi: For Alberta. For all of us.
Kathleen Ganley: A Leader You can Trust
Sarah Hoffman: Health + Housing + Climate
All three slogans are short (under 10 words is optimum) and, to varying degrees, vague and inspiring.
Nenshi’s slogan is the broadest and the vaguest. This allows me to read into it, to consider the difference between being ‘for’ something and being ‘against’ something (like, say, ‘Ottawa’). Being ‘for’ something allows me to root for Alberta and to root for us. This makes it an inspiring slogan, particularly in the age of rage-farming politicians who are urging their supporters to tear everything down.
Ganley’s slogan focuses on trusted leadership. This raises the question of who the untrustworthy leaders would be. There are two possible interpretations: (1) that of all the NDP leadership candidates, Ganley is the one we can trust the most, or (2) that as NDP leader Ganley would be more trustworthy than the UCP leader, Danielle Smith. Given that none of the NDP leadership candidates have led a provincial political party, I’ve interpreted the slogan to mean that Ganley would be more trustworthy than Smith. While I believe this to be true, the next election is 3 years out and god knows who’ll be leading the UCP by then. So for me, the slogan is confusing.
Hoffman’s slogan is the least vague of them all. It sets out three priorities and the + signs between health, housing, and climate give it a punchy, no nonsense feel which suits Hoffman’s personality. The slogan successfully conveys Hoffman’s brand but could leave the impression that the three things mentioned in the slogan are her only priorities.
Bottom line
Catchy slogans, like cool websites and peppy YouTube videos, don’t guarantee success, but they do reflect how the candidates wants us to see them (their brand) and for that reason, slogans are interesting. But at the end of the day, they’re just window dressing. What the candidates have to say in person at fundraising events and in the debates is more persuasive.
As an aside, while I was cruising through the internet looking for political slogans I came across a list prepared by Barnes & Noble of book quotes that would make great campaign slogans.
This one from Lewis Carroll’s Alice’s Adventures in Wonderland would be perfect for the UCP:
We’re all mad here
The slogan meets two out of the three criteria. At four words, it’s pithy. The word ‘mad’ is vague, it could mean ‘unhinged’ or ‘angry’ or both. However, it’s not terribly inspiring.
But then again neither are the UCP.
Susan on the Soapbox 
The best leader’s slogan ever was Ed Schreyer’s when he ran for Premier of Manitoba: “The Man for all Reasons”. Not only a riff on the movie (The Man for all Seasons) but referring to the fact he had been an MP and an MLA, and he could speak English, French, German and Ukrainian. Possibly the unspoken other reason was he was married to Lily Schreyer, by far the star of the couple.
Morrey Ewing
Co-founder
Guided Futures Incorporated
morrey.ewing@guidedfutures.com
P: 416-849-3442
When things become unglued, they also become unstuck
http://www.guidedfutures.com
Sent from my iPhone
Morrey that was clever of Mr Schreyer wasn’t it.
Morrey: Thanks for this comment. I loved the slogan and my quick dive into google indicates that both Ed and Lily Schreyer had stellar careers. It’s nice to start the comments on an uplifting note. (As you can see WordPress is giving me a hard time too, hence twp comments instead of one).
Susan: WordPress is giving me issues with commenting.
Oh no. I don’t see anything strange at my end. Hopefully it will sort itself out.
Susan: Thanks for sharing another great blog. I see multiple issues leading up to the 2027 provincial election in Alberta. First, the media will continue to promote the UCP, and overlook their very costly mistakes, and other faults. They will overlook Danielle Smith’s lies. As long as the media keeps on doing this, the UCP will keep on going, at the detriment to Albertans. Danielle Smith’s lies will still have to catch up to her. It’s up to us to play a part, and really be up front with people we know, to show what the UCP are doing wrong, and that this is unacceptable. We must do this now, and keep on doing it. Another four more years of the UCP will be really bad. I’ll share some more fitting music. This is Lenny Kravitz doing a cover of a Harry Belafonte song, How Long Have You Been Blind? This is from 2023. I have been a fan of his music, since 1989. His mother, (the late) Roxie Roker, played Helen Willis, on the TV sitcom, The Jeffersons.
“Trouble coming after you.”
Dwayne: that was a fitting epitaph for Smith and the UCP government. They’re so hungry for power they’re losing track of their ideology. The small government, cut red tape government, reduce taxes government is turning into one of the most bloated, spendthrift governments we’ve ever seen, all because the Smith government has to control everything. The feds want to fund municipal programs? Nope. Parents get to decide what’s in the best interest of their children? Nope, not when their kids are trans kids. Doctors and other healthcare professionals want to improve healthcare? Nope. The list goes on and on.
But history has shown us that those who seek power above all else are doomed to fail. This government is so stupid I believe they’ll fail sooner rather than later.
I always like “Raj against the Machine” used by Raj Pannu in 2001.
Raj Pannu – Wikipedia
Good for the humour, though not real informative.
valjobson: “Raj against the Machine” was clever, but like you say not terribly informative as to who Raj was and what he stood for. On the plus side Raj’s slogan wasn’t easy to twist into something less flattering. I’m thinking of Barry Goldwater’s “In Your Heart, You Know He’s Right” which LBJ turned into “In Your Guts, You Know He’s Nuts.”
Susan: Here is my next song pick. This is a composition written by Vernon Reid, the guitarists, from the rock group, Living Colour. It is Glamour Boys. It was recorded and released in 1988. I have been a fan of their music, since then.
Dwayne: This is such a great song. Given the option I’d rather be FIERCE than a glamour boy every day of the week!
Susan:
Its not so much what the candidates say OR what the voters hear from them.
Rather its what the voters want to hear.
Gord
Gord Young: I’ve been thinking about what you’ve said about “hearing”. Many voters have told the candidates what they want from their government: a thoughtful plan to address healthcare, education, protection of the most vulnerable, good jobs, climate change. But the politicians distract them with rage and silly slogans like “axe the tax” and “spike the hike”. These sidetrack voters who don’t know how to think. Instead of chanting these slogans, these voters should be asking what happens next, after the government “axes the tax”, how is it going to address climate change then.
Susan? Ms Wright:
Before you all get bent out of shape over Danny-girl’s hi-jinks and and whatever, you need to start thinking about what will happen to Alberta when the Americans vote for the first elected dictator in THE D O N A L D, and, that Ms Wright is getting closer to a 95% reality every day. Why churches support a man who lies every 15 seconds escapes the most fozzilized mind. Its hard to fathom, that man who doesn’t go to a church, any, church and has morals in an outhouse, is now a great Bible huckster, since Jerry Falwell and Oral Roberts, and, neither of them lied, or publicly said lewd things. Can there ever be a more upside down world than the one we live in ? Provinces and Provincial governments need to get together to figure out a strategy that might work in dealing with T H E L A R G E S T economy being led by a dictator. The specter is very unsettling, worrisome, and, anything but a drug induced stupidity. Its becoming very much a nasty reality that needs attention. Many of us here in Ontario are very worried for our kinds, and grandkids and what it will mean to them.
Sincerely. Gord Young – Peterboro
Gord, I absolutely agree with you that The Donald is a very dangerous threat to democracy and if he’s elected he will destabilize the US, if not the entire world. Sadly, there’s not much I can do about that so my focus remains on Ms Smith and her supporters who are following in The Donald’s footsteps.
Hi:
Yes, well aware of your focus on Danny-girl I get that., but, then, if, as it seems is going to happen, that THE DONALD is elected dictator of the USA, then Alberta will cease to exist. Danny-girl will no longer be a threat to Alberta., or, anyone else….ON, PEI, NB, wherever. When he sneezes someone from here will hand him a Kleenex. He is on record for despising Canada and the “criminals, rapists, and drug dealers”. This is what is in front of A L L of us, and, ANY issue with AB will head for High Prairie faster than the speed of light, when THE DONALD gets sworn in. Just what it all means is still ANYONE’s guess, it that worry far transcends what will be future for AB not with Danny-girl, but, the dictatorship of the USA. That’s goood for a very bad scary nightmare between now and December 1st 2024. Gord Peterboro
Susan: Here is my next song pick. This is from The Herd, and is From The Underworld. It was recorded and released in 1967, when Peter Frampton was around 17 years of age. He joined the group, when he was 16, in 1966. He is the lead guitarist, and the lead vocalist on this track. Ken Howard and Alan Blaikley wrote this song. Peter Frampton turns 74, this month, on April 22.
Dwayne: my goodness, they were young! What an interesting piece, especially given their youth. Thanks!
Susan: Here is my final song pick. This is some live music from Peter Frampton, and this song is Baby I Love Your Way. It was released in 1976. Peter Frampton wrote this. I have seen Peter Frampton live, and he is in my music collection.
Dwayne, OK, this one I remember really well. How lucky you are to have seen Frampton live. Thanks!
It is all pretty much a Rorschach test
You will find what you look for
Or get out your Simon and Garfunkel
the Boxer
I am just a poor boy
Though my story’s seldom told
I have squandered my resistance
For a pocketful of mumbles
Such are promises
All lies and jest
Still a man hears what he wants to hear
And disregards the rest
lungta mtn: you and Simon and Garfunkel nailed it! And the politicians know this better than anyone.
So here’s my question, how do UCP voters square the circle when they’re promised so much during the election (tax cuts for those earning $60,000 or less, no one touching their pensions, reduced ER wait times, etc, etc) and then when the UCP are elected, everything they’ve been told is gone and it’s nothing but Trudeau-bashing and a bunch of stuff no one asked for like the anti-trans legislation.
How do they disregard that?
Love Raj Against the Machine!
Did you all get the “gunslinger” text showing Danielle in black and wearing a coarse silver chain around her neck, asking, “Are you happy that the United Conservative Caucus is fighting bad economic policies from the NDP-Trudeau Alliance and standing up for Alberta?”
(it was a Yes or No question so I didn’t answer it).
Do you suppose she is referring to refusing huge amounts of money for diabetics and homeless people?
pclipper2015: This is how good the UCP are at lying.
Dwayne: that was quite the interview! Nixon was all over the map. He started with we don’t like that the feds haven’t accepted our desire for “per capita” funding and hasn’t address housing on reserves. Then he moved to the feds are butting into our jurisdiction. Then it was how dare they give money directly to the cities who have mayors who might be their political allies. Then he said it’s going to increase housing costs because it requires (does it?) green measures, then he said it would slow down housing builds (as if the province having to consent to all municipal agreements with the feds won’t slow things down). Then he went back to the jurisdiction issue (it’s free money for god’s sake).
Barton did a terrific job of pinning Nixon down. I hope that people see through this bafflegab. Because as Barton said at the end, Nixon accuses the feds of being ideological but he was clearly against the free money because it includes climate change mitigation features.
God these people! .
pclipper2015: I got a text but didn’t see the graphic. I too ignored it. What I want to know is how did the UCP (a political party to which I do not belong) get my cell number?
And yes, I suspect she wants Albertans to cheer that she’s refusing huge amounts of money because the feds are offering it with “strings attached”. Could it be that the feds don’t trust her to spend it on the things she’s supposed to spend it on (cleaning up orphan wells comes to mind).
This is a good and concise analysis of the slogans. I am not the biggest fan of Nenshi, but I think he nailed it with his inclusive and positive slogan. It does contrast well with the divisiveness and negativity of the UCP, which is something he is trying to do.
Ganley is probably a solid choice as leader so her slogan plays to that strength, but she is not the only experienced candidate running and I think this is a party that cares about other substantive things as well as leadership. So it seems a bit too light. What does she stand for?
On the other extreme, Hoffman’s no nonsense approach showing her priorities is good, but probably way too specific for a slogan. For instance, many people are concerned about affordability of things like food and transportation and utilities who do have housing. What about all those concerned about jobs or the economy? Her slogan perhaps inadvertently communicates she would not focus on them.
Sorry they all failed will try tomorrow
Ok early morning hopefully Word Press is rested and allows me a comment
I apologize if this sounds extreme but I think slogans have damaged politics. Empty short expressions that mean absolutely nothing. They became necessary because most politicians today have almost nothing to say.
I would rather see serious, honest and deeply meaningful conversations about how we can overcome the very serious situation we have created for ourselves with these cell phone politics that are just slogans and insults. To me, most politicians today have nothing to say because they do not believe on what they are saying, many of them cannot even think. How can we have for example a possible prime minister of Canada saying that he wants to make Canada the bitcoin capital of the world? Politicians advertizing horse tranquilizers as covid cures. Saying that cancer should only be treated in hospitals when at level 4? Most of what we are being showered with is not just beliefs, it is smelly garbage. Piere Poilievre in the 70s and 80s would be banned from running because he is an idiot.
We have accepted these standards and it is up to us to go back up and as fast as possible.
They all love slogans because there is nothing else they know other than simplistic, bombastic crap, just to get in power.
I want to know what is PP’s environmental program? Have any of you heard anything? All I can sense from Conservatives is that climate change is a left wing conspiracy theory.
The NDP should not need slogans. It should tell us what they will do to fix what politicians have broken. That is what I want to ear. Just saying ‘I am the only one that can fix it’ even my dog can learn. Promising ‘I will fix health care for everyone’ means nothing to me. I want to know are you or are you not privatizing health care? Are you going to fund private schools with public money? Are you taking renewable energy seriously and what will you do about it? Are you respecting teachers and pay them what they deserve? And a lot more but not slogans.
Anyway slogans to me are a sign of weakness.
Hi Carlos. You asked about PP’s environmental “policies,” such as they are. Here’s Max Fawcett’s opinion, from National Observer (paywalled):
https://www.nationalobserver.com/2024/04/03/opinion/pierre-poilievre-climate-policy-joke
There are others in the Opinion section, e.g. Chris Hatch on “The Conservative climate chasm” (8 April) and Harrison & Donner, “Deniers and doomers are leading the carbon tax opposition” (5 April).
Here’s Aaron Wherry’s analysis from CBC. The subtitle sums it up nicely: “The arguments being made by opponents only make sense if you ignore some awkward facts.”
https://www.cbc.ca/news/politics/carbon-tax-trudeau-poilievre-1.7159005
In short, not much more than slogans, anger and lies.
Exactly Mike you said it all. They are against the tax but what else?
Slogans, anger and lies – that is exactly what their environment policies are.
Axe the tax is the slogan and little more. It is unreal. This PP is the guy who is going to take us into one of the most crucial times of this century,
The market will resolve the environmental problems.
Meaning NOTHING
The market may fix some stuff, since the world is switching to electric cars so we will burn less fossil fuels. That will be good for most of Canada but not for Alberta since Smith and the UCP refuse to let us prepare for the rapid shrinking of our oil industry.
The market is a human creation and that is where it should be. Regulated for our benefit when needed and not for creating billionaires with obvious inside information and winning the game no matter what.
It can definitely help resolve some issues but it is not given to us by God like UCP believes to be. We are capable of resolving our own created problems but need to be given the opportunity to do so.
In the last 30 years, the market has created problems that could force us into irreversible crisis.
Carlos, Val and Dwayne, I hope you all get this reply. Check out the analysis by Dr. Jared Wesley of how inter-government relations ought to work, in my latest post.
Carlos: I just shared a press conference from Danielle Smith. It is incredible how much she lies, and that there are people who can’t see it.
Dwayne I am not sure anymore people cannot see it. I think the problem is deeper than that. People just cannot face reality and they prefer to follow easy money and no responsibility. Many of us are convinced we are victims of the Federal government just so we can justify our mental laziness and lack of courage.
Carlos, I agree with what you’re saying in principle, unfortunately we’re reached that stage in our political evolution (I hesitate to call it that) where the public expects their politicians to roll out slogans and policies which can be reduced to three word memes. It’s sad because they all have websites on which they can post thoughtful discussions about what they stand for and why. But people are too busy, too frazzled, or too uninterested to take the time to check them out.
Lately, I’ve come to the conclusion that the best way to understand these politicians is to see them in person at a meet-and-greet or other public event, somewhere where the public has a chance to ask the questions that matter to them.
I really like your questions at the end of your post. Are you submitting them to the NDP in anticipation of the debates?
Re: ‘I want to know what is PP’s environmental program? Have any of you heard anything? All I can sense from Conservatives is that climate change is a left wing conspiracy theory’
Hi Carlos, you asked about PP’s environmental program. Here is all I know. His predecessor, Erin O’Toole, if my memory is correct, tried to get the delegates at convention to agree that climate change is real, but they would not, and replaced him with PP. that says to me that in its present incarnation, the CPC believes, as you say, that it is a left wing conspiracy.
Re: “I want to know what is PP’s environmental program? Have any of you heard anything? All I can sense from Conservatives is that climate change is a left wing conspiracy theory’
Hi Carlos, you asked about PP’s environmental program. Here is all I know: His predecessor, Erin O’Toole, if my memory is correct, tried to get the delegates at convention to agree that climate change is real, but they would not, and replaced him with PP. that says to me that in its present incarnation, the CPC believes, as you say, that it is a left wing conspiracy.
Here is a great example of how Danielle Smith lies, right from the start.
Thanks Dwayne – I can barely take 2 minutes of this before I need to puke, She is brainless.
Friends, the latest tantrum from Danielle Smith is 1) performance art at its worst, and 2) utterly divorced from reality.
Here’s a fascinating insider’s view of intergovernmental affairs, how it all works, why it’s complicated—and why our illustrious leader, Queen Danielle of the Angry Land of Qberduh, will MESS IT UP.
https://drjaredwesley.substack.com/p/more-resources-and-red-tape
Dr. Wesley is a political scientist who works with (or for) the NGO “Common Ground”:
https://www.commongroundpolitics.ca/
I think it’s worth a look.
yes, I read that, but in conjunction with a piece on how Cash and staff starved the FOiP unit is! Can take two years to take care of your query. Adding all of these intergovernmental nuances with THIS government seems to me to be a no hope solution.
Penny
Mike I am quite sure that Jared Wesley knows way more than I ever will about these intergovernmental affairs and the article is a great one.
He seems in principle to like having some kind of an organized way of dealing with these agreements approved by the provincial government and I think that it makes sense. Except Danielle Smith is doing this with a different motive behind it and we all know again it is a control issue. She just wants to be able to have full control over any money the municipalities would get from the Federal government (i.e. money to build more housing).
She is on a full war path with Mayor Sohi and the city of Edmonton because she wants to let us all know who is the boss. We do not vote UCP and so we pay the mafia to leave us alone.
So much for being a libertarian and a freedom lover. I do know what she is but I will not say it here for respect to all of you.
This is disgraceful and it is getting worse day by day. I think that she is awakening something that could surprise her. The palpable hate against the Federal Government is pathological.
Carlos, I find myself agreeing with everything you’ve said here. Smith is so focused on staying in power that she doesn’t care what she’s doing to Alberta or its place in Confederation.
Mike J Danysh: Very interesting, for sure.
Just to add more to the fire here is the first reaction
https://albertapolitics.ca/2024/04/danielle-smith-picks-albertas-hill-to-die-on-no-to-heat-pumps-solar-panels-and-pharmacare/
Well at least she does not hide her love for all of us.
This is unreal
Carlos: Sooner, or later, there has to be a breaking point. It’s unreal.