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.

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