The Liberals' “Canada Strong” has the right sentiment, but their opponents might weaken it
If that's the overarching theme of the campaign, 'Canada Strong' could be a slogan-sized blind spot for the Liberal campaign.
The new leader of the Liberal Party of Canada, soon to be Canada’s interim Prime Minister, soon-to-be running for the permanent role, has obviously tapped into and benefitted from the uncertainties created by Donald Trump. Yet it’s doubtful that most Canadians have paid much attention to his brand narrative so far. His campaign ran with the rallying call: “We are a proud nation of builders — now it’s time to build. Let’s build together.”
Judging by Carney’s acceptance speech, it remains part of his pitch after a short campaign. One in which he had to change his logo after questions of infringement were raised. Mr. Carney book ended his speech with, “This room is strong. This room is Canada strong.” and “When we come together, we build things that last because we are Canada Strong.”
“Canada Strong” might not be the party’s election slogan any more than “Canada First” might be the Conservatives', but there isn’t much time before the writ drops. And we hear that signs are being printed and the planes are leased, which often means that the slogans are baked.
Here’s one potential problem with “Canada Strong”: It’s the trademark and .CA domain name for Canada Strong Masks, makers of N95 masks and the KN95 “offering next level breathability.” While Mr. Carney’s predecessor was given much-deserved credit by Liberal supporters for his handling of the pandemic, most Canadians would rather forget about it.
Another problem is a historical one only politicos might remember: Pierre Trudeau’s 1972 campaign slogan “The Land Is Strong.” The television ads showed photos of Canada’s scenery, while in the background, a female voice urged voters to “Take time. Take care. The land is strong.” It bombed. It was quickly ridiculed by political commentators, comedians, and ordinary folks. The Liberals should have taken the time and care to pressure test the slogan. The New York Times headline on October 31, 1972 read: “Trudeau loses majority as Tories score big gains in Canadian voting upset.” There were of course other factors at play, but this campaign is often being referred to as being one of the worst managed in recent decades. Few Canadians will remember this story unprompted but, should the Liberals continue to claim that Canada is Strong (as in not broken), I suspect the Conservatives will make it a point to remind voters of Trudeau father’s claim that the land was strong before voters told him otherwise.
Then there’s the French version. Somehow, “Un Canada fort” doesn’t have the same emotive value as the English version. And Mr. Carney’s use of the nationalistic slogan “Maîtres chez nous” during the French-language debate has already ruffled feathers in Quebec, mainly those of Bloc leader Yves-François Blanchet. Whatever slogan the campaign settles on, they better make sure it resonates in Quebec, a province Mr. Carney can’t afford to alienate.
Hopefully, the Liberals will have time for imagination and validation before settling on a slogan. It’s rarely a determining factor, but it’s not inconsequential. Particularly in a tight race in which your opponent might have a fresh nickname ready to frame you even if it risks making him the pot calling the kettle black. Something like “Carnage Carney”, inspired by the Marvel Comics super villain.