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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.
Brand proposi+on way in: “Things happen when you turn 18.” Feb 2012 – launch campaign.
Brand proposi+on way in: “Serious can wait $ll you’re 22.” Sept 2012
Brand proposi+on way in: “Mistakes make beCer stories.” April 2013