An article in Advertising Age called Is Miller Genuinely Daft? started off with the following sentence that I really liked:
Beer marketing 101: The most consistent brands fare best.
It turns out that Miller Genuine Draft is about to get its 8th tagline since 2001. The pitches have ranged from juvenile sexual humor to superior cold filtration brewing. During that timeframe, shipments have dropped 41%.
My take: As I’ve said many times, brands represent promises to customers. And firms need to deliver on those promises. If a company keeps changing its branding, then it can run into two major problems: 1) employees and distribution partners have a hard time internalizing and delivering on those promises; and 2) consumers get confused about what’s being promised.
It can become nearly impossible to deliver on a shifting set of promises. That was a key part of the message in my post Firms Need Some Soul Searching.
The bottom line: Keep in mind that confusion is contagious.