Via The Hill:
President Obama’s campaign has yet to find a clear 2012 reelection slogan that carries the heft of 2008’s “Change You Can Believe In,” raising worries among his supporters — and hopes among Republicans — that he is having trouble articulating a concise case for a second term.
“It’s a problem because in 2008 he had an absolute winner of a slogan in ‘hope and change,’” said Tobe Berkovitz, a Boston University professor and expert on political advertising. “It said it all, and the things that he has tried so far this time haven’t worked in the same way.”
Berkovitz is not sure that the Obama team can conjure something so effective this time around, and suggests the campaign is “struggling to find a core message.”
Obama formally launched his campaign this month with the message of “Forward,” but one senior Democratic Party official told The Hill that people who thought that would be the campaign’s lasting official slogan should “stay tuned.”
Obama at various times over the past year has taken “Winning the Future,” “A Fair Shot,” “An America Built to Last,” and “We Can’t Wait” for test drives, but none has found lasting traction. Vice President Biden has suggested one possible bumper sticker slogan: “GM’s alive; bin Laden’s dead.”