What Does Hillary Clinton Have on Her Hat Make America Great Again
Political pundits will, for years to come up, dissect how political neophyte Donald J. Trump defeated Hillary Clinton to become our nation'due south 45th president. Just, equally much every bit we can put politics bated, it'due south clear one conclusion each campaign fabricated certainly helped the winner and injure the loser -- the slogans.
Joe Raedle & Bloomberg | Getty Images Trump five. Clinton was too "Brand America Groovy Over again" v. "Stronger Together," and, no matter where your political views sit down, a week after this stunning upset victory, information technology's clear Trump's slogan and accompanying #MAGA hashtag, resonated with the voters Trump needed to win, while Clinton's message simply didn't.
Why? There are a number of reasons.
A call to activeness.
"Make America Great Once again" is a call to action. Information technology's a rallying cry, actually, alike to Nike's "Just Do Information technology." Non simply does it give you a general sense of the themes of the entrada -- America isn't great correct at present and so I'k going to be the one to do something nigh it -- it involves the voters in the mission. Information technology was almost an guild.
Related: How Trump Won Using Strategic Branding, and What Entrepreneurs Can Learn From Him
"Stronger Together" was designed to be inclusive, just information technology wasn't a call to action. Yes, people are stronger when they are united, but the slogan seemed like a proposition to necktie all the lifeboats together and ration out the remaining hardtack and water. The electorate -- notable traditional working-class Democrat voters in Pennsylvania, Michigan and Wisconsin -- was more interested in finding the captain's lifeboat and sinking it.
Simple.
Desire to know how you can tell a not bad slogan? Put it on a bumper sticker and see if people have a visceral reaction to it. Improve still, put it on an ugly scarlet baseball cap, with no logo and see if that works. It did. There was really no thinking involved. If you lot felt America was no longer great and you wanted it to be great again, you found your candidate just by looking at his baseball cap.
There was a lot of complexity to "Stronger Together." It hinted that the country needed strength, but didn't go all the fashion down the path of actually criticizing the electric current administration, which Hillary Clinton couldn't practice because she was really a part of it for several years. Likewise, "together" was meant to be an inclusive word but it failed with the voters, mostly -- and most ironically -- because it was considered exclusive. It reflected a kind of political correctness that some voters were actively rejecting and others were intimidated by. Or, as New York Times columnist Frank Bruni put it, that message of mandatory inclusiveness became "a handmaiden to smugness and sanctimony, undermining its ain goals."
Definitive.
When you saw Donald Trump campaign, you saw "Make America Cracking Again" everywhere. It was on the podium. It was on the signs the crowds held. Information technology was on his hat. There was no other rallying bulletin. Yes, afterwards he was nominated, "Lock her up!" became a frequent chant at his rallies, but Trump was never conducting that orchestra. Yep, he may take agreed with it (although his sentiments since the election on that and other issues take softened), but he was smart enough to know he didn't want to send mixed messages from the podium.
Related: three Reasons Why Relying on 'But Exercise Information technology' Keeps You From Getting It Done
The Clinton entrada was never so definitive in its messaging. Before "Stronger Together," at that place was "I'g With Her," and "Fighting for United states of america" and "Breaking Downwards Barriers." That search for a slogan reflected a lack of a theme for the campaign. As David Axelrod, the former counselor to President Obama, told NPR, "She, I think, was struggling in the Democratic primaries to identify a message and a tag line that summed up the purpose of her entrada."
A leader.
In that same NPR slice, Democrats noted that "Stronger Together" was a reaction to "Make America Not bad Once more." More than specifically, Trump started saying that he "alone" could fix it.
"Yes, those were actually Donald Trump'due south words in Cleveland and they should set off alarm bells for all of u.s.a.," Clinton said during the Democratic National Convention. "He's forgetting every final one of us. Americans don't say 'I lonely can fix information technology.' We say, 'we'll fix it together.'"
Well… no. Actually, as an entrepreneurial audience knows well, a lot of bug are fixed past individuals. At least, there are a lot issues that are solved past individual ideas. So not only was Clinton immediately on the defensive with the slogan, she was doubling down with a supporting message that (one time once more) ignored the philosophy and experience of a whole swath of the voting public.
A social winner.
Here's the unkindest cut for Hillary Clinton. "Stronger Together" was so much weaker on social media than "I'chiliad With Her." The electorate is always looking to exist energized by a candidate, even in years like this when the two people running for the most powerful chore on the planet had historically high disapproval numbers. #ImWithHer was a social star, as supporters enthusiastically tweeted and used the tag on Facebook and Twitter. #StrongerTogether never reflected that voter enthusiasm.
Related: 5 Donald Trumps Around the Globe
The hashtag boxing was the one fight in the war that Hillary Clinton could have won, because "Brand America Peachy Once again" was not a great social slogan. It was shortened to #MAGA, and that had a kind of foreign feel to it. Yet, it worked amend than #StrongerTogether considering Trump supporters were using #MAGA organically while Clinton supporters were using a slogan the campaign had abandoned. That alone should have shown the voter disconnect that reflected poorly for Hillary Clinton at the ballot box.
Source: https://www.entrepreneur.com/article/285222
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