Donald Trump‘s ’Make America Great Again’ campaign slogan has become one of the most recognizable in modern US history. MAGA has taken on a life of its own, with supporters of the former president using it as a badge of honor. Trump‘s slogan finds its roots in the history of the GOP. Ronald Reagan used the slogan, ’Let’s Make America Great Again,’ and by essentially co-opting the slogan, the Trump campaign pays tribute to Reagan‘s legacy within the party. The leaders of Trump’s 2016 campaign understood the importance of Reagan to many conservatives, and by using his slogan, they attempted to attach themselves to that history.

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Vice President Kamala Harris’s 2024 campaign slogan, “A New Way Forward,” is not as widely recognized as Donald Trump’s. However, candidates often start repeating various phrases that can blur the lines of the official slogan. For example, “We aren’t going back” has become an unofficial motto for the Harris campaign, as it emphasizes the contrast the campaign aims to highlight between Harris and Trump.

But where do these slogans come from?

Generally, these slogans are the brainchild of political strategists. Campaigns are looking for the essence of their campaign to be represented in a short phrase, which is much harder said than done. Oftentimes, these slogans don‘t stick in the public’s mind. For example? Can you remember Hillary Clinton‘s in 2016? ’When they go low, we go high.'

What about Mitt Romney‘s in 2012? ’Believe in America.'

But what about Barack Obama in 2008? ’Change you can believe in' and later, ‘Yes we can,’ a slogan inspired by the Spanish version, Sí se puede, used by the United Farmer Workers of America.

You may recall all, some, or none of the items listed above. In truth, a slogan alone won’t make or break a campaign. However, in the case of MAGA, the slogan has sparked a movement among GOP voters who support it, while another group seeks to distance themselves from those within the party.