Ironically, the revelation makes redundant a slogan designed to show that the Coalition is implementing its spending cuts fairly.
Marriott used it to design its Courtyard by Marriott chain (the slogan: designed by business travelers for business travelers).
" Take back control" is Brexit's catch-all slogan, designed to appeal to both social isolationists and blue-water buccaneers.
His slogan, designed to appeal to disaffected whites supporting George Wallace, was "Bill Brock believes in the things we believe in".
That's not a slogan designed for signs at the 2012 Democratic Convention, but it does accurately describe the balance that Obama now seems to be finding.
In the early 1960s, Manuel Fraga Iribarne, the then minister for information and tourism, translated it into English, as a slogan designed to lure tourists to a country which promised nothing but sun and oranges, flamenco shows and glorious beaches.
"One of his advisers described the President's actions in Libya as 'leading from behind.' " He concluded: That's not a slogan designed for signs at the 2012 Democratic Convention, but it does accurately describe the balance that Obama now seems to be finding.
At worst, a new civic catchphrase can set off an almighty row, as has happened in Manchester.Marketing Manchester, a body which promotes tourism and business, in May launched "Manchester—We're Up and Going", a slogan designed to express the city's "supreme self-confidence".
Rival rappers Eve and Lil' Kim are constantly trading insults and scowls; Julia Roberts steps out in a T-shirt with a slogan designed to taunt her husband's ex-wife; Paris Hilton has moved on from her spat with Cameron Diaz and is now at war with Shannen Doherty, who cheekily refers to the hotel heiress as being "more like an Easy 8 motel".
Kurdish politicians have two slogans designed to end any argument: "Kirkuk is the heart of Kurdistan" and "Kirkuk is the Jerusalem of the Kurds".
