The Best 2020 Presidential Campaign Slogans

Mere seconds: that’s all you get to tell someone who you are and what you stand for. So, it’s no surprise that a recent article in AdWeek shined a spotlight on the current Presidential candidates and their campaign slogans. One of the major topics in my upcoming book, From Individual to Empire, is narratives and how important they are to the brand of an influencer. So, when I read through the current list of campaign slogans, I could see some serious issues within the messaging.


Our best days still lie ahead.

X has a plan for that.

Not me. Us.

For the people.

One nation. One destiny.

We can’t take four more years.

Lead with love.

America has a choice.

Humanity first.

Let’s get to work.

Are you ready to run with X?

X for America.

America doesn’t have decades to wait.

Building opportunity together.

We will rise.

X: fiscal conservative.

Climate is a crisis.

New and better.

A fair shot for everyone.

Focus on the future.

Think. Love. Participate.

Accountability to America.

Woah that’s a long list! Of course, the crowded stage makes it even more imperative to have a standout winner. A campaign slogan must be informative, relatable, and inciting. It must hark back to the policy goals for the candidate and the party. It must reveal the candidate’s personality and lifestyle. It must be all these things and a call to arms.

In From Individual to Empire, I present seven types of bad narratives with valuable information on how to avoid and correct such issues. Bad narratives can happen at any time, to anyone, in a multitude of ways, and it can leave a powerful brand in disrepair. Influencers need to be able to pinpoint these issues in the marketplace to increase the awareness of their own. So, for a little exercise, let’s find the bad narratives lurking in the slogans above and reveal ones with the most potential marketplace impact.

A few points before getting started: Some of these tag lines include the candidates’ names, so I have inserted an “X” to make this experiment less biased. This will prevent us from analyzing two types of bad narratives that I discuss in the book. Secondly, I’ve removed Trump’s slogan from the mix as “Keep America great!” is merely a 2.0 from his already successful 2016 slogan. Lastly, one slogan may fall under many categories, so I’ve chosen to highlight the one that presents the greatest challenge.

Getting started, let’s first remove the slogans with a limited narrative. These are the slogans that are one-note and too specific to grow within a long-term campaign. These could be candidates who don’t expect to win, so they entered the race to get some awareness on their topic of choice. One debate alone would prove these slogans problematic.

Climate is a crisis.

X: fiscal conservative

On the flip side, let’s now remove those with no message at all: a missing narrative. These politicians may feel the need to let the product (read policies) speak for itself, but is instead suffering from a common mistake by not communicating anything at all. This tactic allows the consumer to decide what your narrative should be, instead of what it actually is, which may allow a major weak spot for competitors to exploit.

America has a choice.

Are you ready to run with X?

New and better

  • The whole purpose in this democratic process is that voters have a choice, so this is no new information. Where are we running to? What or who exactly is going to be new and better? Just adding “America: New and Better” would have made this slogan new and better.

Now let’s turn to common narratives. Been there, done that. Only the unique are competitive in a crowded marketplace, and these slogans are failing to stand out.

For the people

X for America

We can’t take four more years

  • I would be remiss to point out that “X for America” could also be classified as a missing narrative.

Up next are the misdirected narratives. These are the slogans that clearly do not understand the target audience. Mainstream voters, regardless of which side of the aisle, want action and security. They want their day-to-day lives to improve. They want to be proud of America. They do not want soft or waif-like from their Commander-in-Chief.

Lead with love

Humanity first

Think. Love. Participate

A muddled narrative is a confusing one. Typically, this stems from the influencer’s lack of focus resulting in trying to say everything instead of saying what is truly needed. It may open up the candidate for opponent attacks and send voters running to someone with a clearer message.

X has a plan for that

America doesn’t have decades to wait

We will rise

Focus on the future

Accountability to America

  • “X has a plan for that.” A) a plan for what? B) show me the plan. C) Am I needing to vote for you because you are a planner or are a very prepared and organized person? Who exactly are you and what can you do for me? So many questions.

Now, this takes us to a place where we need to know who the candidates are to discuss inauthentic and insincere narratives. Since the point of this exercise is to judge the merit of the slogans and avoid political bias, we’ll have to leave these for another time. Still, I can’t help but add my marketing viewpoint to the few left:

Our best days still lie ahead

  • A direct rebuttal to “Keep America great” which makes sense as we know that’ll be the opposition to whoever wins from this group. However, they could have done without “still” as that one word could change the tone from optimistic to snarky to some consumers.

Not me. Us.

  • Speaks to the authoritative power of the Republican front-runner in a humble, almost selfless, way. It says “For the people” in a unique way…and I can guess who this slogan belongs to without his name there.

One nation. One destiny.

Let’s get to work.

Building opportunity together.

  • These are all great ways to say, “we are in this together." Little nuances highlight potential underlying messages unique to that specific candidate.

There you have it: the best campaign slogans from a pure branding standpoint. This breakdown is of course not a recommendation on who you should or should not vote for as there is a ridiculous amount of other important factors. This is also not a prediction of who may find themselves as the front-runner as finances, history, and status will all affect the outcome. Instead, this was just a