It has become commonplace for American presidents to develop slogans to help sell their policies. From FDR’s “New Deal” to JFK’s “New Frontier” to LBJ’s “Great Society,” leaders have long sought brands to identify their agendas.
While most of these historical phrases denote grand domestic programs, President Bush’s “War on Terror” identified a new foreign policy in which the country was at war with a radical ideology rather than a state.
President Obama has settled on “New Foundation” – a phrase he first used in his inaugural address – to brand his approach to everything from education to health care to financial security. Read