'Change', 'future', 'fairness' — is the Lib Dem slogan different enough?

The Liberal Democrats announced their election campaign slogan at their Spring conference in Birmingham this morning: "Change That Works For You. Building a Fairer Britain.”

If it sounds familiar, you’d be right. The new slogan bears more than a passing resemblance to the electoral slogans released for the Labour campaign, "A Future, Fair For All" and the Conservatives' recent heavy emphasis on “change”.

Barack Obama's successful election campaign showed the benefits of a strong slogan. Sadly, the Lib-Dems' mouthful of a mantra fails to set out any clear ideas to differentiate them from Labour and the Conservatives.

Giving the perception of cherry-picking from the other parties’ campaign slogans, Nick Clegg and his party are in danger of reinforcing the view that the Liberal Democrats do not have a clear identity of their own.