A one-word slogan has the merit of being simple and clear - and Labour believes that "Change" will chime with the public's widespread sense of exasperation at the state of the country.
In a recent YouGov poll, when asked about the prospect of a general election, 58% of respondents including more than a third of those who voted Tory in 2019 - said it was "time for a change". Starmer clearly hopes to mirror that back at the electorate.
Pared-down political slogans also allow voters to project on to them their own meaning.
Barack Obama's run for the White House in 2008 became closely associated with the much-imitated red and blue poster bearing his image and one word: hope.
This story is from the May 31, 2024 edition of The Guardian Weekly.
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This story is from the May 31, 2024 edition of The Guardian Weekly.
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