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Brand consistency v coherency
1.
2. Brand
Consistency
v
Coherence
You
probably
won’t
get
many
marke;ng
folk
that
will
argue
with
a
need
for
consistency
in
your
brand
communica;ons.
The
original
argument
for
this
(at
least
from
what
I
can
remember)
is
that
each
piece
of
communica;on
re-‐enforces
the
brand
image
that
you
want
to
convey.
Makes
sense.
Smart
marketers
like
Byron
Sharp
and
David
Taylor
have
wriFen
about
brand
managers
focusing
on
being
‘dis$nc$ve’
rather
than
aiming
for
the
more
difficult-‐to-‐
achieve
‘differen$a$on’.
Being
consistent
will
remind
people
you
exist
and
keep
you
top
of
mind,
which
is
hopefully
helpful
when
they
are
in
a
purchasing
mode.
[I’m
paraphrasing
but
their
books
are
both
worth
a
read:
“How
brand
grow”
and
“Grow
the
core”.]
The
challenge
I’ve
found
from
a
prac;cal
perspec;ve
is
that
if
we
bow
completely
to
‘consistency’
over
everything
else,
it
can
be
difficult
to
get
the
message
cut
through.
People
think
they’ve
see
the
ad
before,
as
looks
the
same.
Or
it
all
becomes
a
bit
boring,
same,
same.
We
ini;ally
spent
a
lot
of
;me
trying
to
figure
this
out
for
the
48
brand
when
we
created
it.
It
is
probably
too
early
to
say
if
our
approach
is
ul;mately
successful,
although
our
communica;on
scores
so
far
suggest
it
is
working.
We’ll
see
I
guess.
Our
thinking
and
subsequent
approach
with
the
48
brand
is
that
our
brand
idea
is
very
coherent.
It
is
a
coming-‐of-‐
age
brand
that
celebrates
and
shines
a
light
on
the
48
months
between
your
18th
and
22nd
birthday.
It
has
a
posi;ve
outlook
on
this,
captured
with
a
tagline
“Go
Conquer”.
We
agreed
that
from
the
start
that
we
would
constantly
re-‐enforce
the
brand
proposi;on,
as
is
based
on
a
genuine
insight
and
because
it
is
rich
territory
with
lots
of
fun
ways
in
to
talk
about
it.
We’ve
done
this
consistently
in
our
TV
adver;sing.
But
because
the
brand
is
coherent
and
understood,
we
felt
we
could
flex
our
treatment
style,
allowing
us
to
experiment
a
lot
while
s;ll
staying
consistent
(for
the
reasons
men;oned
earlier).
This
is
what
we’ve
done.
We
have
some
brand
cues
like
our
logo,
our
slate
background
which
always
has
a
rip
/
tear.
But
apart
from
that
we’ve
changed
our
font,
colours,
treatment
style
radically
in
each
campaign.
Because
it
is
difficult
to
convey
a
brand
proposi;on
in
outdoor
(OOH)
in
addi;on
to
the
sales
message,
compared
to
say
TV,
we’ve
used
our
tagline
‘Go
Conquer’
as
the
headline
in
every
execu;on.
This
requires
some
discipline
but
so
far
we’ve
resisted
changing.
So,
while
our
OOH
looks
very
different
campaign
to
campaign
–
we
seem
to
get
cut-‐through
while
building
on
previous
campaigns.
3. Brand
proposi+on
way
in:
“Things
happen
when
you
turn
18.”
Feb
2012
–
launch
campaign.
![Brand
Consistency
v
Coherence
You
probably
won’t
get
many
marke;ng
folk
that
will
argue
with
a
need
for
consistency
in
your
brand
communica;ons.
The
original
argument
for
this
(at
least
from
what
I
can
remember)
is
that
each
piece
of
communica;on
re-‐enforces
the
brand
image
that
you
want
to
convey.
Makes
sense.
Smart
marketers
like
Byron
Sharp
and
David
Taylor
have
wriFen
about
brand
managers
focusing
on
being
‘dis$nc$ve’
rather
than
aiming
for
the
more
difficult-‐to-‐
achieve
‘differen$a$on’.
Being
consistent
will
remind
people
you
exist
and
keep
you
top
of
mind,
which
is
hopefully
helpful
when
they
are
in
a
purchasing
mode.
[I’m
paraphrasing
but
their
books
are
both
worth
a
read:
“How
brand
grow”
and
“Grow
the
core”.]
The
challenge
I’ve
found
from
a
prac;cal
perspec;ve
is
that
if
we
bow
completely
to
‘consistency’
over
everything
else,
it
can
be
difficult
to
get
the
message
cut
through.
People
think
they’ve
see
the
ad
before,
as
looks
the
same.
Or
it
all
becomes
a
bit
boring,
same,
same.
We
ini;ally
spent
a
lot
of
;me
trying
to
figure
this
out
for
the
48
brand
when
we
created
it.
It
is
probably
too
early
to
say
if
our
approach
is
ul;mately
successful,
although
our
communica;on
scores
so
far
suggest
it
is
working.
We’ll
see
I
guess.
Our
thinking
and
subsequent
approach
with
the
48
brand
is
that
our
brand
idea
is
very
coherent.
It
is
a
coming-‐of-‐
age
brand
that
celebrates
and
shines
a
light
on
the
48
months
between
your
18th
and
22nd
birthday.
It
has
a
posi;ve
outlook
on
this,
captured
with
a
tagline
“Go
Conquer”.
We
agreed
that
from
the
start
that
we
would
constantly
re-‐enforce
the
brand
proposi;on,
as
is
based
on
a
genuine
insight
and
because
it
is
rich
territory
with
lots
of
fun
ways
in
to
talk
about
it.
We’ve
done
this
consistently
in
our
TV
adver;sing.
But
because
the
brand
is
coherent
and
understood,
we
felt
we
could
flex
our
treatment
style,
allowing
us
to
experiment
a
lot
while
s;ll
staying
consistent
(for
the
reasons
men;oned
earlier).
This
is
what
we’ve
done.
We
have
some
brand
cues
like
our
logo,
our
slate
background
which
always
has
a
rip
/
tear.
But
apart
from
that
we’ve
changed
our
font,
colours,
treatment
style
radically
in
each
campaign.
Because
it
is
difficult
to
convey
a
brand
proposi;on
in
outdoor
(OOH)
in
addi;on
to
the
sales
message,
compared
to
say
TV,
we’ve
used
our
tagline
‘Go
Conquer’
as
the
headline
in
every
execu;on.
This
requires
some
discipline
but
so
far
we’ve
resisted
changing.
So,
while
our
OOH
looks
very
different
campaign
to
campaign
–
we
seem
to
get
cut-‐through
while
building
on
previous
campaigns.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)