I believe every successful candidate for President needs to articulate a vision for how they will change the United States, in ten words or less.
Reagan: Morning in America, trickle down economics, Iran hostages, cheap oil (I think that's all right? Also note that an amorphous vision like "Morning in America" not only counts, it may be better than a concrete vision in terms of an election.)
Bush I: Read my lips: no new taxes (Note that these visions don't always have to come true.

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Clinton I don't remember very well. "Man from hope", which might not count, and "Health care for all", I think.
It seems like Bush II didn't have much to say, but neither did Gore.

"lower taxes", I guess. Note that slogans like "Compassionate conservative" don't count if they don't provide a vision. But maybe that was a dog whistle for Christian conservatives? (I guess Gore had the "lockbox", which was roundly ridiculed.)
Obama: End the wars, Close Guantanamo, health care, energy independence
Trump: Make America great again, build the wall, bring jobs home
Hillary: I don't recall any significant message from her, except "Love Trumps Hate", I.e. "I'm not Trump". That's not a vision for how she would change the United States.