Donald Trump’s 2016 campaign was, among other things, one of the most impressive displays of branding on a large scale, in a short time, ever. There were hats. There were flags. And above all, there were slogans.
“Make America Great Again.” “Build the wall.” “Lock her up.” And later, “Drain the swamp,” which Trump conceded on the stump that he’d initially hated. No matter: Crowds loved it, which was good enough for Trump to decide that he did, too.
One peculiarity of Trump’s 2024 campaign is the absence of any similar mantra. At some recent rallies, neither Trump nor the audience has even uttered “Build the wall,” once a standard. Crowds are reverting instead to generic “U-S-A” chants or, as at a recent Phoenix rally, “Bullshit, bullshit, bullshit!,” which has a winning simplicity but doesn’t have the specificity and originality of its predecessors.
