Eight Words That Changed The World A Modern History of the Election Slogan
Have you ever wondered what the most powerful words in history are?
The right political slogan, used at the right time by the right party, can have profound consequences on people’s lives. And yet this aspect of political campaigning has been comprehensively overlooked. Thousands of books about politics, marketing and election campaigns are published every year, but none has focused specifically on the election slogan – until now.
Drawing on a database of more than 20,000 slogans, this groundbreaking book uncovers the remarkable fact that just eight ‘hit’ words have been central to the successful outcome of most major elections. From Franklin D. Roosevelt’s ‘New Deal for the American People’ to Nelson Mandela’s ‘A Better Life for All’, these potent words have spanned continents and ideologies, toppled governments, ended conflicts, inspired sweeping societal transformations and been echoed by democratic and authoritarian regimes alike.
Through exclusive interviews, campaign insights and voter psychology, Eight Words That Changed the World reveals why some words resonate deeply while others fall flat and how their use shapes political outcomes. A single word can mean the difference between victory and failure – and the right words deployed at the right time hold the key to power. More than just a study of political messaging, this is a guide for anyone seeking to understand the power of language in changing the world.
Reviews
“Chris Bruni-Lowe is one of those rare political strategists who understand both polling and messaging. This new book, the first of its kind, is a timely and fascinating look at which political slogans work and why they work. Anyone wanting to understand the appeal of Donald Trump should read this book.”
Tim Shipman, Sunday Times chief political commentator
“A compelling read. Words, so often, are the currency of politics. This book tells you the exchange rates of the words with real value: those with the power to enthuse, provoke, motivate and persuade. If you’re interested in politics, campaigning and communication, this is the book for you.”
Chris Mason, BBC News political editor
“It was an idea just waiting to be turned into a book. Chris Bruni-Lowe has undertaken a deep dive into the specific words that help political parties win an election. Don’t be surprised to see a copy of Eight Words That Changed the World in offices in and around Westminster in the coming weeks – and much further afield. There are some illuminating observations in this insightful book, not least the extent to which ‘Make X Great Again’ is, far from being a fresh Trump invention, one of the most cliched phrases in the electioneering handbook.”
Jim Pickard, Financial Times deputy political editor
“Few dispute that we live in the age of political sloganeering, albeit one that is badly misunderstood. This fascinating book explores the potency of political language in a brilliant new way. Chris Bruni-Lowe grasps the power and importance of these words – and you should too.”
Sebastian Payne, The Times columnist
“Shakespeare drew on 20,000 words. The world’s democracies, it seems, run on just eight! Here, Chris Bruni-Lowe explains which words work with voters and why. A surprising gap in the political library has been filled.”
Gary Gibbon, Channel 4 News political editor
“Slogans are so powerful in politics; they are long overdue for a forensic analysis. For anyone who cares about communication, I don’t need eight words, I can do it in three: read this book.”
Adam Boulton, broadcaster and political journalist
“At last, a book exploring the power of political language like never before. Anyone wanting to take back control of their knowledge of sloganeering should read this insightful and entertaining march through more than a century of persuasive messaging.”
Camilla Tominey, Daily Telegraph associate editor
“Political slogans are both ubiquitous and under-examined. This book offers an invaluable guide to show how their usage can make or break an election campaign. Bruni-Lowe blends anecdote with data to create an engaging analysis of the eight key words that define our times. From Mandela and Clinton to Netanyahu and Trump, this is an original and stimulating study that will stand the test of time.”
James Heale, The Spectator deputy political editor
“Global in its scope, impressive in its historical sweep and written by someone who’s been there and done that. This fascinating book – part in-depth exploration, part how-to guide – aptly demonstrates that just the right words, used in just the right order, have always had, and continue to have, the power to move people and their political choices in profound and often era-defining ways. Highly recommended.”
Tim Bale, professor of politics, Queen Mary University of London
“An insightful and compelling read about the power of language – its ability to persuade and its impact on the political scene. Chris Bruni-Lowe’s analysis is a must-read for anyone interested in politics and the art of framing political debate.”
Sir Robbie Gibb, former director of communications at 10 Downing Street
“Chris Bruni-Lowe’s Eight Words That Changed the World is essential, enjoyable reading for anyone wanting to craft election-winning slogans. This seasoned consultant, known for running regime-changing campaigns against the odds, shares his battle-tested wisdom. This is a book full of practical international insights from someone who gets how the right words shape political realities around the world. Don’t observe history; learn how to shape it. Grab your copy now!”
Paul Baines, professor of political marketing, University of Leicester
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- Hardback, 272 pages
- ISBN: 9781785909047
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8 July 2025
Available to pre-order - £20.00
- eBook
- ISBN: 9781785909184
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8 July 2025
Available to pre-order - £14.99