Cameron used the Conservative Party’s spring conference to launch the new slogan, but is modeling his campaign around proven successes enough? Barack Obama’s incredible level of support through Facebook was viral and was used as a hugely successful way of brand development. Everything about his campaign snowballed in a positive direction to give him endless amounts of support – both in terms of young voters and donations.

Once upon a time, slogans alone were the most effective and powerful tools of persuasion. So much in fact that China built an entire political history on them, America spent over four billion dollars selling them in election 2000, and according to Pravda, Russia’s President Putin considers that “Terrorism is an attempt to cover up the economic interests of drug traffickers with political slogans.”

With convergence of the media, the potential to influence becomes greater. Not only do slogans permeate print and audiovisual media, they circulate around cyberspace like viruses, slotting neatly into the collective unconscious. However, it’s only when they are supported by something more strategic that they become truly useful.

Cameron’s attempts to emulate Obama might portray his own self-belief, but unless he taps into something else – be it Facebook, or something else conversation online – he won’t motivate young, suburban or apathetic voters into action. And nothing will change at all.

Image via Telegraph Online