The Research Is Consistent
During the month o September 2007,DDB posed a question on its website thatasked: “Is consistency in branding becomingany more or less important?” O the 217respondents to the question, 67% indicatedit is becoming more important with theremaining percentage indicating less(Figure 1). The DDB Business Communicationsblogalso explored consistency during the montho September and received the ollowingobservations:
Is consistency in branding becoming any more or less important?
Considered more importantConsidered less important
Results gathered rom217 respondents
• “It is important to keep the company’score positioning and the values it standsup or.”• “I see it as understanding andaddressing cultural and businesspractice dierences. What customersvalue and perceive as positive in oneplace may be perceived materiallydierent elsewhere. It is very importantthat businesses ensure that theirbrands can bridge these culturaldierences, i they are to have a greatergeographical reach, penetration, andnancial success.”• “I am increasingly challenged on theconsistency part (o branding). So I amregularly and enthusiastically reshapingour oer to be more relevant.”
By Je Swystun,
Director o Global Communications,DDB Worldwide.Je is responsible or growing the infuenceand value o the DDB brand. He leads internaland external communications, knowledgemanagement and develops intellectual capital.Je has spoken at more than 80 conerences inover 25 countries. He is the editor and author o numerous books, papers and reports including“The Brand Marketers Report” and “The BrandGlossary”. Je’s work has appeared in over 250publications and on numerous televisionprograms including CNBC’s “Squawk Box”and “On the Money”.
Brand consistency redened The YellowPaper Series
• “It seems that we should not disrupt thebasics like logo and colors but allow orcustomers experiencing the brand tocustomize according to their own wantsand needs.”• “We have to remember that consistencyis directly related to reliability and criticalto longer-term brand success. Someconsumers like to depend on the samething every time. You can lose customersi you are not reliable.”What is gleaned rom this discussion and thesurvey question is that consistency is actuallybecoming more important in branding but ithas changed in denition and application.
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