Cummins & Partners Chris Jeffares: there is risk for brands to ditch long-running taglines

There is risk in brands ditching a long-running brand platform or slogan as consistency helps consumers relate to a brand, Cummins & Partners CEO Chris Jeffares said during a video hangout discussing the latest campaigns yesterday.

Responding to a question on the dangers of moving away from a well-established tagline, Jeffares said: “There’s a lot of risk when you move away, for many of these brands tens-to-hundreds of millions of dollars have been spent building an equity and often people make the flippant choice to move away when you can reinvent in the same area.”

The question followed Mars Bar ditching its iconic and long-running ‘work, rest, play’ tagline in favour of the ‘Put some play in your day’.