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Long spent the intervening four years building his reputation and his political organization, including supporting Catholic candidates to build support in south Louisiana, which was heavily Catholic due to its French and Spanish heritage.
In 1928 he again ran for governor, campaigning with the slogan, " Every man a king, but no one wears a crown ," a phrase adopted from Democratic presidential candidate William Jennings Bryan.
Long's attacks on the utilities industry and corporate privileges were enormously popular, as was his depiction of the wealthy as " parasites " who grabbed more than their fair share of the public wealth while marginalizing the poor.

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