Sunday, May 26, 2013

Brand consistency v coherency

Getting ready to do some research with some kids about the 48 brand. One of the things I'll be stress-testing is our ongoing consistency v coherency debate.


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Brand Consistency v Coherence You presumably won't get numerous marketing people that will contend with a requirement for consistency in your image communications. The first contention for this is that every bit of communication;on re-­‐enforces the brand picture that you need to pass on. Bodes well. Brilliant advertisers like Byron Sharp and David Taylor have written about brand directors concentrating on being "dis$nc$ve" as opposed to going for the more difficult to achieve 'differen$a$on'. Being steady will remind individuals you exist and keep you top of psyche, which is ideally useful when they are in an purchasing mode.

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