If Obama and his branding group can boil down the broader meaning of the idea, capture its essence in a more forceful word or phrase that evokes imagery beyond the phrase itself, it might work.

FORBES: Weigh In: Beyond 'Change,' What Should Be Obama's Next Slogan?

Mr. MICHAEL O'HANLON (Senior Fellow, Brookings Institute): So it's a word that's not only more amorphous, but frankly somewhat beyond rebuke or beyond repudiation on the part of critics.

NPR: Bush Accentuates the Positive in War Speeches

Let me say a final word about your son's condition -- again recognizing that I know nothing about him beyond what's in your question.

CNN: How can I help my despairing son?