What Is Their Presidential Brand?

Any successful politician has to be proficient in marketing themselves to their constituents. Both Presidential candidates and companies must decide how they will summarize their “brand” with a slogan. These messages sink into our minds, win our hearts, and persuade us to open our wallets. President Theodore Roosevelt even inspired a brand’s slogan. It is said that he was served Maxwell House coffee, Roosevelt remarked that it was “good to the last drop,” and the rest is Maxwell House corporate slogan history.

Here is our list of presidential campaign slogans and companies using the same approach in their marketing messaging:

“Stronger Together.”
Hillary Clinton
“The power of all of us.”

The Message: Taking the focus off what the brand can do and putting it on the importance of involving everyone.

“Make America Great Again.”
Donald Trump
“Making it great again and again.”
Pizza Hut

The Message: Giving the sense that the brand is responsible for elevating the quality to greatness.


“Yes We Can.”
Barack Obama
“Impossible is nothing.”

The Message: There are no limitations to what can be accomplished.


“Yes America Can.”
George W. Bush
“Chevrolet. Building a better way to see the USA.”

The Message: A patriotic message invoking the sense that better days are coming.


“Building a Bridge to the 21st Century.”
Bill Clinton
“Where do you want to go today?”

The Message: Innovation and new ideas leading the way into the future.


“Real Plans for Real People.”
George H.W. Bush
““When you care to send the very best.”

The Message: Connecting with others on a personal level.


“It’s Morning Again in America.”
Ronald Reagan
“Let the memories begin.”

The Message: It is a bright new beginning.


“Not Just Peanuts.”
Jimmy Carter
“It’s not just for breakfast anymore.”
Florida Orange Juice Growers Association

The Message: Sure, we are talking about food here, but the message is also about taking something simple and making it more than people expect.


“He’s making us proud again.”
Gerald Ford
“You’re in good hands with Allstate.”
Allstate Insurance

The Message: Developing the feeling that this is a solid, dependable brand that you can count on.


“Nixon’s the One.”
Richard M. Nixon
“I am what I am.”

The Message: Ego driven message that focuses on the power of the individual.


“The Stakes Are Too High For You To Stay At Home.”
Lyndon B. Johnson
“When there is no tomorrow.”

The Message: Elements of fear in this message to motivate people to action.


“A Time for Greatness.”
John F. Kennedy
“Time to make the donuts.”
Dunkin Donuts

The Message: What’s greater than doughnuts?


“I Like IKE.”
Dwight D. Eisenhower
“I love New York.”
New York State Division of Tourism

The Message: Not very controversial on this one. You should like the brand because everyone else does. Join the crowd.


“I’m just wild about Harry.”
Harry S. Truman
“I’m lovin’ it.”

The Message: Similar to the message above this. It’s just more passionate.


“Happy Days Are Here Again.”
Franklin D. Roosevelt
“It’s a great time to be alive.”

The Message: All smiles and positivity. You should be happy with this brand because it is making life better.


“A Chicken in Every Pot and a Car in Every Garage.”
Herbert Hoover
“It takes a tough man to make a tender chicken.”
Perdue Chicken

The Message: Winner, Winner, Chicken Dinner!


“Keep cool with Coolidge.”
Calvin Coolidge
“The relief goes on.”

The Message: This is about longevity. This message goes away from the instinct to make bold extreme promises. Everything is fine so continue moving forward with this brand.


“Return to Normalcy.”
Warren G. Harding
“Normal feels better.”
The Normal Brand

The Message: Sometimes just shooting for normal is an improvement.


“He Kept Us Out of War.”
Woodrow Wilson
“Like a good neighbor, State Farm is there.”
State Farm

The Message: Portrays the feeling that this brand is taking care of us and protecting us from negative things.

27. William Taft: None

26. Theodore Roosevelt: No slogan but his quote was used as Maxwell House Coffee’s slogan.


“A Full Dinner Pail.”
William McKinley
“Live richly.”

The Message: The trigger here is greed. Everyone wants and deserves more.


“Blaine, Blaine, James G. Blaine, The Continental Liar from the State of Maine”
Grover Cleveland
“Where’s the Beef?”

The Message: There are not many brands that call out the competition as a LIAR. However, pointing out the competition’s deficiencies is a tactic to improve a brand’s perception.


“Rejuvenated Republicanism.”
Benjamin Harrison
“The taste of a new generation.”

The Message: This is a known commodity, but there are some fresh new elements to update and improve the brand.

22. Grover Cleveland was elected for his first term.

17 – 21. Andrew Johnson, Ulysses S. Grant, Rutherford B. Hayes, James A. Garfield, Chester A. Arthur: None


“Vote Yourself A Farm.”
Abraham Lincoln
“Have it your way.”
Burger King

The Message: This goes back to the greed tactic. You deserve to have what you want and the brand has the ability to give you that.

13 – 15. Millard Fillmore, Franklin Pierce and James Buchanan: None.


“For the President of the People”
Zachary Taylor
“It’s Miller time!”
Miller Beer

The Message: Pretty Straightforward.


“54-40 or Fight.”
James K. Polk
“Just Do It.”

The Message: Motivating the public to an action.

10. John Tyler: None.


“Tippecanoe and Tyler Too.”
William Henry Harrison
“The ultimate driving machine.”

The Message: Harrison was a hero of the Battle of Tippecanoe and Tyler was the vice presidential candidate. This message is promoting the ultimate team or brand. Leadership.

1 – 8. All of these men were too cool for campaign slogans: George Washington, John Adams, Thomas Jefferson, James Madison, James Monroe, John Quincy Adams, Andrew Jackson, and Martin Van Buren.