The headline, tagline and heartline are really important for election campaigns and your messages must line up.
For leaders they must reflect voter concerns and feedback in a clear, condensed and crystallised way.
Its about the alignment of your message with some of the resonating issues with the electorate and Kevin Rudd’s tagline was very, very simple - Kevin07.
Its memorable, effective, catchy, even cheesy and yes its clever, but its very, very simple and it became his signature slogan and its effectiveness is in its simplicity, Kevin07, just two words and they align and rhyme.
Now interestingly in terms of headlines and taglines and visual cues, in the nineties we had Nike with three words - Just Do It.
Lyn Altman a New York based branding expert says while in the nineties three words were popular, we now need to do what she calls the two-word drill.
She believes for a new idea, product or concept to be successful, it must be in its most pure form and that’s just two words.
Finding two words that last is very difficult.
In fact, Kevin07, was originally initiated as an internet address for an election website. But it took on greater significance.
There are a number of organisations using two-word branding slogans, Beyond Petroleum for BP, Intel Inside for the ingredient brand Intel are good examples.
Numbers also have a magic about them and Kevin Rudd date stamped his tagline as a time in history, as a historical moment and a time of great change.