GETTY Theresa May is said to have despised the 'Strong and Stable' slogan

FREE now SUBSCRIBE Invalid email Make the most of your money by signing up to our newsletter fornow We will use your email address only for sending you newsletters. Please see our Privacy Notice for details of your data protection rights.

The slogan was allegedly the work of Sir Lynton Crosby, and seemed to disappear from the campaign sometime during the third week, never to be revived again following the debacle over social care plans in the party’s manifesto. The inane slogan was there to remind voters that Theresa May stood for “strong and stable leadership” against a potential “coalition of chaos” - involving Jeremy Corbyn, Nicola Sturgeon and Caroline Lucas.

GETTY The slogan was featured on almost every aspect of the Conservative campaign

The repetitive rhetoric was seen as nothing more than yet another abstract riddle from the Prime Minister, after “Brexit means Brexit” and “Brexit will be a red, white and blue Brexit.” But the use of the phrase was hated by Mrs May so much that she regularly complained to her aides about her distaste at using it during interviews. Picking up on the banality of the term, the Prime Minister’s political rivals and commentators - including Jeremy Corbyn - mocked the slogan openly, hailing the crumbling Tory campaign "weak and wobbly”.

GETTY The Prime Minister contemplated axing the slogan altogether

Mrs May has been widely criticised for her role in the Conservative party's failure to up its majority in the Commons at last week’s election, and now faces a revolt among furious backbench MPs. According to reports in The Times, the use of the “strong and stable” phrase was one of many bones of contention between the Prime Minister’s inner circle and her campaign advisers. A snap survey of 1,500 party members by the Conservative Home website found 60 percent want Mrs May to step down as leader.

GETTY Jeremy Corbyn used the banality of the slogan to mock the Prime Minister