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Report: Obama's reelection team struggling to find slogan

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    President's team searches for central message

  • Duration 6:57
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Abraham Lincoln told voters they should not swap horses in midstream.

Ronald Reagan said it's morning again in America.

And Bill Clinton proclaimed it's the economy stupid.

Presidential campaign slogans are -- most important as the election itself say the pundits.

And today there are new questions about president Obama's own reelection campaign and it's apparent lack of a central message.

The Obama team test driving a few slogans it appears.

But none of them sticking quite like 2000 -- change we can believe in.

He's been workers who appreciates.

The support.

My job.

-- -- -- going to be making some key investments in places like education.

And science and technology research and development that the American people understand is required to win the future we can't wait.

We can't wait until gases.

Skyrocketed more and people are desperate we need to start making those investments now.

But America built to last is one -- were supporting scientists and researchers.

Trying to find the next breakthrough clean energy or we can we can fight for economy the works for everybody.

-- -- -- -- -- Or we can build an economy -- -- the last or are we better off what everyone gets a fair shot.

And everyone does their fair share.

Joining -- now to discuss at Bradley and former deputy assistant to president George W.

Bush.

And Dick harp -- -- South Carolina Democratic Party chair gentlemen thank you very much for being so political dinner dinner right up on this today they interviewed the former messaging guy from -- for Bill Clinton named Bruce Newman.

Who says a Barack Obama he's all over the place and they talk about how this is the branding of the whole campaign.

And he appears to be missing it after having taken several shots now the campaign claims.

Those weren't attempted campaign messages those were just sort of messages on random political items what do you make of it Brad.

When a president uses terms over and over again he's testing to see whether any of those slogans are carrying any weight with the with the people he's speaking to and beyond.

That the greater American people clearly.

He is struggling to find the kind of message he had.

In 2008 which resonated quite well hope and change was very popular the problem is if the president were successful in delivering hope and change he would have continued that slogan now and improved on the fact that he can't -- -- A footing where the American people can say this is what Barack Obama stood for this is why I like him.

Shows that it's the record an abysmal record -- president has that he can't define it to the American people.

You know Dick it's interesting when you look back historically we talk about Abe Lincoln don't change horses in midstream.

And of course people remember Bill Clinton on his first -- and his first election bid it's the economy stupid.

And then this famous one from Ronald Reagan.

Which should -- you know folks on both sides of the -- -- was politically very Smart remember this.

It's morning again.

In America.

Today more men and women who go to work and never before -- -- Within this very hopeful look at -- dad getting in the band we'd be if call.

Does Barack Obama needs something like this -- to borrow his own phrase can't he wait for.

Well I think -- Barack Obama doesn't need any message except the message which covers.

It generally everything he's talked about which is don't screw it up.

Vote to reelect the president or.

Omni you take Bill Clinton's.

Its economy stupid and change little bit in talking about Mitt Romney it's the stupid stupid.

He really.

Don't want.

-- to make the message that it's morning in America we're pulling back from the precipice.

Of economic and financial disaster that George W.

Bush leftists and and after three years we've had.

Twenty -- great a straight months of job growth the unemployment numbers of -- have have dipped to levels we haven't seen in three years we're headed in the right direction.

These guys.

Want -- the Republicans Mitt Romney wants to tell -- go back to those policies of George W.

Bush of no regulation.

-- of people on Wall Street run the economy letting billionaires pay less in taxes than a waitress does that's not where this country needs to go in this president.

Has articulated that and a catchy phrase will not change it Mitt Romney is going back to the past and Barack Obama's the future.

But you need something -- -- every campaign has a little slogan and need to be cut -- -- -- that -- I'm -- you know I I I hear what we've heard from.

I can beat.

I can you got something pithy I can -- -- I could be pithy I can be real pithy but com.

I don't think you want that on -- yeah I don't -- I know your story out of that they want for dec I had Brett could be worse could.

What does not only that slot in the thick just articulated.

He again he blames bush the American people.

That just.

It's it's -- -- there is no bush to blame and the fact that this president does have a record you can build on.

Which is very successful slogan of hope and change in 2008 shows how pitiful it is the American people can't parrot back.

The things they like about President Bush President Obama.

Today based on what they voted for in 2008.

So it.

Maybe hope -- is is a better slogan for this president after his service.

You know obviously he's not gonna go with it could be worse but it's interesting because the president has been giving a -- -- of sort of we've made some progress but there's more work to be done -- like some -- from Charlotte's web some progress.

But but.

Inspired you organizing in Oklahoma State motto which with all due respect to our friends and Oklahoma.

-- okay.

No it just doesn't inspire you -- like New York empire state you're not.

I'm OK in some -- no.

Well you -- do Missouri show me Mitt Romney if you're not that.

That's what's gonna happen in November and when people go in their slogans aren't gonna matter.

You don't wanna go back to the disastrous policies of Brad and his boss that put this country in the -- and that's for Mitt Romney -- -- My -- with the commitment that I knew we get to that eventually brown what what what -- anybody.

About it and and by the way Brad you will agree with me on this both of us -- in the studio last week Megan and what happened you left.

I said in a substitute out and Brad and I talked about how we felt really -- over that right Brad but.

-- no no not at all should she deserved it I don't know who aren't.

I can't agree that Eddie Haskell he was and I didn't so -- -- -- school.

Thank you -- so much for being there.

Keep working on something -- -- but banks.

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