Eight Words That Changed The World

Have you ever wondered what the most powerful words in history are?
The right political slogan, used at the right time by the right party, can have profound consequences on people's lives. And yet this aspect of political campaigning has been comprehensively overlooked. Thousands of books about politics, marketing and election campaigns are published every year, but none has focused specifically on the election slogan - until now.
Drawing on a database of more than 20,000 slogans, this groundbreaking book uncovers the remarkable fact that just eight 'hit' words have been central to the successful outcome of most major elections. From Franklin D. Roosevelt's 'New Deal for the American People' to Nelson Mandela's 'A Better Life for All', these potent words have spanned continents and ideologies, toppled governments, ended conflicts, inspired sweeping societal transformations and been echoed by democratic and authoritarian regimes alike.
Through exclusive interviews, campaign insights and voter psychology, Eight Words That Changed the World reveals why some words resonate deeply while others fall flat and how their use shapes political outcomes. A single word can mean the difference between victory and failure - and the right words deployed at the right time hold the key to power. More than just a study of political messaging, this is a guide for anyone seeking to understand the power of language in changing the world.

Chris Bruni-Lowe is an internationally recognised authority on polling, campaigns and communications. He has directed election campaigns across five continents for politicians and political parties on the left and right, advising several heads of government on messaging, strategy and campaign slogans. He also counsels global CEOs on leveraging data and insights to refine their communications strategies. His polling and research have been featured in over fifty global publications, including Forbes, the New York Times, Bloomberg, Newsweek and the Financial Times.