I always find this stuff interesting.
One of the things I noticed during the campaign was how infrequently Hillary was displayed prominently on her website. I think for a long time the first thing people saw when they visited her campaign site was an image of a vast crowd of people holding 'love trumps hate' signs and other anti trump stuff. Messaging wise, it was bad primarily for two reasons. 1) Your eyes roamed everywhere and didn't have a point to focus on, and 2) It was all about Trump. Even on her website Trump was often the centerpiece.
Trump's website on the other hand had a picture of him giving two thumbs up with Pence behind him. The image took up like 90% of the page. The background was completely blurred out. There was literally nothing to focus on but Trump. Sometime bold words at the bottom would say 'Make America Great Again' or 'Make America Safe'. Short. Declarative. Simple.
Clinton's campaign slogan was 'Stronger Together'. Very generic, vague, and had no context. It doesn't inspire people and doesn't communicate what her campaign was about.
'Make America Great Again' was a mission statement. The word 'Make' is a verb - a call to action. 'America Great' is obvious national pride. But 'Again' really sells it by conjuring up images of past American achievements. (Moon landings, war victories, or whatever someone thinks as great). It's also a recognition to the feeling of being in decline.
I still cannot believe how the Clinton Campaign botched their messaging so badly with the talent and resources they had at their disposal.
