I sat in a meeting today in which the importance of consistency was made abundantly clear to me.
There were ads from all of our major competitors from trade pubs over the course of three months taped onto large pieces of butcher block paper. Granted, they weren’t for the same product, or even the same subsidiary, but all extended from the same parent company.
Then came ours.
None the same.
It just hammered home to me that, even if you are dealing with many small companies under the umbrella of a large one and even if they don’t sell the same thing, consistency is key. The brand message and overall branding of our competitors was SO obvious and made far more sense than did ours.
Now the challenge is to get people to change.
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