People, polling showed, wanted to support reelecting the president—as long as they weren’t specifically reminded that man was Richard Nixon. “The poll results suggested a campaign that would say to the voter not ‘You like Nixon’ but ‘You need Nixon,’ ” Magruder wrote later. There was no warm, friendly “We Like Ike” air around Nixon’s reelection; the campaign slogan too would skip the candidate’s name: “Now More Than Ever.”
