But does it work?

The DA 'brand' is struggling – Andy Rice (branding and advertising expert)

Picture: Cindy Archillies/EWN

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and/or “zeroes”.

This week, with general elections around the corner, Rice critiqued the Democratic Alliance’s (DA) brand.

He gave the DA-brand a score of “two out of 10”.

Conventional wisdom suggests that strong brands need to be authoritative, single-minded, confident, creatively differentiated and speaking with one voice.

It’s “instantly clear” that the DA fails, said Rice, when measured by this standard.

Where's the big idea? Where's the memorable line?

Andy Rice

You need to talk in the language of the audience… That’s what every brand has to do; commercial and political.

Andy Rice

The DA’s only consolation may be that their rivals’ brands are every bit as challenged.

Watch this space for a critique of other political party brands.

Listen to the interview in the audio below.

Enjoy The Money Show, but miss it sometimes?

Get the best bits emailed to you daily, right after it ends:

Subscribe to our Business Wrap Newsletter


Recommended

by NEWSROOM AI
Read More
10 advertisements that broke the internet in 2018

10 advertisements that broke the internet in 2018

Some were good, some were great, many were just plain awful. They all went viral.

Most outdoor advertising sucks. This is how it should be done. Verminator!

Most outdoor advertising sucks. This is how it should be done. Verminator!

Branding and advertising guru Andy Rice praises the Verminator billboard for "having everything it needs and nothing it doesn’t".

[Watch] TV ad for facelifted Hyundai Tucson… it’s not good!

[Watch] TV ad for facelifted Hyundai Tucson… it’s not good!

Branding and advertising expert Andy Rice struggles to explain the advertisement’s narrative. It’s that bad.

[Watch] Chinese SUV maker Haval has advertising far worse than its cars

[Watch] Chinese SUV maker Haval has advertising far worse than its cars

Advertising expert Andy Rice slams the ever-improving Chinese SUV maker for its cheap and nasty advertising.

Netflix trolls DStv… but, does it work?

Netflix trolls DStv… but, does it work?

DStv is facing an existential threat from Netflix, and an advert trolling its installation process. Andy Rice doesn’t like it.

Getting drunk improves creative problem solving - Harvard Business School

Getting drunk improves creative problem solving - Harvard Business School

Bruce Whitfield asks branding and advertising expert Andy Rice about a peculiar study that has creatives reaching for the tequila.

Popular articles
[VIDEO] Boy kicking car after it knocks mom on zebra crossing goes viral

[VIDEO] Boy kicking car after it knocks mom on zebra crossing goes viral

Khabazela shares tweets and Facebook posts that have gone viral.

[VIDEOS] Floods causing havoc in Centurion and Mamelodi go viral

[VIDEOS] Floods causing havoc in Centurion and Mamelodi go viral

Khabazela shares tweets and Facebook posts that have gone viral.

New HIV drug with fewer side effects introduced by Health Department

New HIV drug with fewer side effects introduced by Health Department

Bhekisisa Centre for Health Journalism deputy editor Laura Lopez Gonzalez explains the benefits of the new pill.

How to start saving and investing money

How to start saving and investing money

Unless you're über-rich, saving money is a must. But it’s not easy. Arabile Gumede talks to personal finance expert Warren Ingram.

How to never-ever fall prey to ID theft… and info about a free service if you do

How to never-ever fall prey to ID theft… and info about a free service if you do

The Money Show’s Bruce Whitfield interviews Manie van Schalkwyk, Executive Director at The South African Fraud Prevention Service.

MSF implements cholera prevention in Zimbabwe after Cyclone Idai

MSF implements cholera prevention in Zimbabwe after Cyclone Idai

Medecins Sans Frontieres is providing medical humanitarian assistance to victims of Cyclone Idai in Zimbabwe.

[LISTEN] The concept behind The Leonardo - Sandton's new skyscraper

[LISTEN] The concept behind The Leonardo - Sandton's new skyscraper

The Leonardo in Sandton may become the tallest building in Africa.

Tebogo "ProVerb" Thekisho opens up about money

Tebogo "ProVerb" Thekisho opens up about money

What is rapper ProVerb’s attitude to the stuff that makes the world go ‘round (hopes and fears, successes and failures, etc.)?