Andy Rice (@ricecommaandy) uses the news that Coca-Cola has changed its slogan from “Open Happiness” to “Taste the Feeling” to talk about brand consistency and continuity.

According to him, many textbooks on marketing and branding and communication advocate consistency and continuity in ideas, strategy and execution. Brands through their consistency give consumers a particular message. They want to be known for something single-minded, eg, he says Volvo equals safety, Nando’s equates to feeling irreverent — and you don’t build that overnight; it takes years.

So, consistency and continuity… do they work?


Andy RiceCatch ad and branding critic Andy Rice (@ricecommaandy) on the #ButDoesItWork feature on 702 (@Radio702) and Cape Talk (@CapeTalk). Every week on The Money Show on a Tuesday evening just after 7pm, he unpacks the tricks of the advertising and brand communications world, SOME of which work but MANY of which don’t! Produced by Primedia Broadcasting’s Gary Oberholzer (@goberholzer). For more, go to Facebook.

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