Monday, March 12, 2007
How many times have you heard clients talking about integration and brand consistency?
Branding doesn't have to be consistent. It has to be complementary. Each consumer experience complemeting each other is a much higher goal. And, contrary to what you'd expect, it's also much easier to achieve.
Think about the automotive experience. Do you really expect the commercial, website, dealership and service department to look the same? Or say the same thing? Consistency is overvalued. Complementary experiences is where we have to go. We need to reinforce each other's messages to create an engaging storyline.
Blended experiences that enrich the lives of the consumer is what we are looking for. Go create/find them.