Marius on Strategy and Communication

What it says on the tin

Consistency is King 2

A brand has to be complex enough to allow for a wide range of messages and styles of execution in its communication. While its personality, beliefs and values should always shine through, that does not mean adhering to a style guide or repeating a single-minded message. Think of it like this: who wants to hang out with someone who repeats themselves endlessly? Or someone who wears the same clothes every day?

A brand should have a manifest based on a worldview, not merely a proposition based on a single insight.

king

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This entry was posted on May 26, 2013 by in Uncategorized.
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