"Chris Bruni-Lowe is one of thoserare political strategists who understand both polling and messaging. This newbook, the first of its kind, is a timely and fascinating look at whichpolitical slogans work and why they work. Anyone wanting to understand theappeal of Donald Trump should read this book." Tim Shipman, Sunday Times chiefpolitical commentator"A compelling read. Words, sooften, are the currency of politics. This book tells you the exchange rates ofthe words with real value: those with the power to enthuse, provoke, motivateand persuade. If you're interested in politics, campaigning and communication, thisis the book for you." Chris Mason, BBC News political editor"It was an idea just waiting to beturned into a book. Chris Bruni-Lowe has undertaken a deep dive into thespecific words that help political parties win an election. Don't be surprisedto see a copy of Eight Words That Changed the World in offices in andaround Westminster in the coming weeks - and much further afield. There aresome illuminating observations in this insightful book, not least the extent towhich 'Make X Great Again' is, far from being a fresh Trump invention, one ofthe most cliched phrases in the electioneering handbook." Jim Pickard, FinancialTimes deputy political editor"Few dispute that we live in theage of political sloganeering, albeit one that is badly misunderstood. Thisfascinating book explores the potency of political language in a brilliant newway. Chris Bruni-Lowe grasps the power and importance of these words - and youshould too." Sebastian Payne, The Times columnist"Shakespeare drew on 20,000 words.The world's democracies, it seems, run on just eight! Here, Chris Bruni-Loweexplains which words work with voters and why. A surprising gap in thepolitical library has been filled." Gary Gibbon, Channel 4 News politicaleditor"Slogans are so powerful inpolitics; they are long overdue for a forensic analysis. For anyone who caresabout communication, I don't need eight words, I can do it in three: read thisbook." Adam Boulton, broadcaster and political journalist"At last, a book exploring thepower of political language like never before. Anyone wanting to take backcontrol of their knowledge of sloganeering should read this insightful andentertaining march through more than a century of persuasive messaging." CamillaTominey, Daily Telegraph associate editor"Political slogans are bothubiquitous and under-examined. This book offers an invaluable guide to show howtheir usage can make or break an election campaign. Bruni-Lowe blends anecdotewith data to create an engaging analysis of the eight key words that define ourtimes. From Mandela and Clinton to Netanyahu and Trump, this is an original andstimulating study that will stand the test of time." James Heale, TheSpectator deputy political editor"Global in its scope, impressive inits historical sweep and written by someone who's been there and done that.This fascinating book - part in-depth exploration, part how-to guide - aptlydemonstrates that just the right words, used in just the right order, havealways had, and continue to have, the power to move people and their politicalchoices in profound and often era-defining ways. Highly recommended." Tim Bale,professor of politics, Queen Mary University of London"An insightful and compelling readabout the power of language - its ability to persuade and its impact on thepolitical scene. Chris Bruni-Lowe's analysis is a must-read for anyoneinterested in politics and the art of framing political debate." Sir RobbieGibb, former director of communications at 10 Downing Street"Chris Bruni-Lowe's Eight WordsThat Changed the World is essential, enjoyable reading for anyone wantingto craft election-winning slogans. This seasoned consultant, known for running regime-changingcampaigns against the odds, shares his battle-tested wisdom. This is a bookfull of practical international insights from someone who gets how the rightwords shape political realities around the world. Don't observe history; learnhow to shape it. Grab your copy now!" Paul Baines, professor of politicalmarketing, University of Leicester
