B IS FOR BUILD BACK BETTER
In 1988, George H.W. Bush’s team knew how hard it would be to win what would effectively be a third term for Reagan-Bush, so they came up with the brilliantly vague/vaguely brilliant “kinder, gentler America” catchphrase.
Kinder, gentler than what, you might ask?
Team Bush 41 avoided answering.
Biden’s Build Back Better smartly suggests at least two things to the voters’ ears: better than Trump and better than Obama, without specifying either.
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