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The Republican Party’s depressing new slogan

By on May 19, 2008 in execution responsible, positioning, strategically responsible

It doesn’t matter whether you are Republican, Democrat, Independent, Libertarian or Green Party member—this is rich.

The House Republicans have a new fall agenda and a new slogan:

The Change You Deserve

Their thinking:

This agenda is a reflection of House Republicans’ commitment to providing American families with the change they deserve: common-sense solutions to the challenges they face in their daily lives.

The immediate marketing problem is the fact that it breaks one of the cardinal sins of positioning: Two organizations can’t own the same position. Whether it’s convenient or not, the Dems own the word “change.”

To make matters worse, the slogan is owned by Wyeth—and it’s for anti-depressant drug Effexor.

And even though the slogan is already the butt of jokes on Capitol Hill and in the blogosphere, House Republicans won’t change it.

Oh, the irony.

So, in your opinion, what is the House Republicans’ greatest offense?

Should I drink a tall, cold Guinness today, even if the company was an irresponsible marketer in the past?

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Photo credit: Reid Parhamr, via Wikipedia

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  • ATIS547

    Now we should talk about the change in slogans that we deserve…

  • gp

    I’m not sure how much of an agenda any political party has. Bottom line, I think we are entering an era of “Out with the old, in with the new.” I believe within a few years the Republican party will find its voice. Unfortunately, for the Democratic party, their base just doesn’t turn out for elections when it really counts. It’ll be interesting to see what happens.

    On the marketing side, however, the trademark infringement, to me, seems more of a sin. The Dems “owning” the word “change” is not the same as using “change” in a slogan. I’m not worried about it, though… “it” being our government. This just goes to show Corporate America is smarter than elected officials and government employees. No offense to anyone, but it’s true. Albeit, the “Happy Cow” campaign in California seems to be pretty good government marketing.