Good article and refresher piece for all the sales folks out there that forget that the best form of selling is building a strong relationship and trust first. Sales naturally follows and you can avoid old-school cold calling and an icky sales process.

Nice analysis. I'm not sure if anyone said this already but, for me, besides the brilliant combination of words, it's the emotional implications that 5 little words can deliver. 'Change we can believe in' implies this candidate can bring hope, a new beginning, a fresh start—playing directly into people's hopes and dreams of something better. 'Country First' means nothing emotionally.

And, I totally agree with the commenter who mentioned that the inclusion of 'we' made a huge difference as well. This was they key to the campaign success.