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Romney's 2012 Campaign Slogan?

Romney's 2012 Campaign Slogan?

By Erin McPike - February 2, 2011

When former Massachusetts Gov. Mitt Romney re-released his most recent political book on Tuesday, there was a little-noticed change.

It wasn't that it's a paperback version; that was widely publicized. Romney spokesman Eric Fehrnstrom even mentioned on Twitter recently, "All you reporters without an expense account, Romney's No Apology goes on sale in paperback Tues, Feb. 1."

The more interesting change is the title.

When Romney's book was released last year, it was entitled, No Apology: The Case for American Greatness.

The new title is No Apology: Believe in America.

"The title of the book is the same," Fehrnstrom said. "But for marketing purposes, we changed the subtitle to call attention to the new introduction which contains the “Believe in America” theme. It helps to sell more books."

But could "Believe in America" be the new Romney campaign slogan as he gets ready to launch his second bid for the presidency?

It very well may be, considering one of the biggest criticisms of the 2008 Romney campaign was that the Republican really never settled on the way to sell himself, and his message suffered as a result. While he has not announced yet but has started hiring staff, developing a concrete and positive message likely topped his list.

In 2008, the winning message belonged to Barack Obama: "Change you can believe in."

For Romney, the next iteration that he hopes will win just may be, "Believe in America."

Erin McPike is a national political reporter for RealClearPolitics. She can be reached at emcpike@realclearpolitics.com. Follow her on Twitter @ErinMcPike.

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