What's in a political slogan?

That's the question Labour's new leadership is mulling over as it pieces together its rebooted election battle plan.

Under Andrew Little, it was "A Fresh Approach" - but that's going to be getting a refresh itself.

Auckland University marketing professor Bodo Lang told Mike Hosking the campaign semantics are very important.

"It does encapsulate where the party stands on views, and I think we have very much a mixed bag at the moment.

"If I look at National's slogan for example - 'Delivering for New Zealanders' - I think it's a fantastic slogan if you're a logistics company."

Dr Lang said Labour's old slogan would have been great if people weren't happy with the status quo under National, but that hasn't been the case.

"I think Jacinda Ardern is doing the right thing [by replacing the slogan], and I think it's almost a symbolic move really."

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