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Brand Consistency Redefined: Achieving Constancy of Purpose and the 70/30 Rule

Next to differentiation, consistency is one of the most important tenets of branding. This paper makes the case for redefining what we mean by brand consistency. It introduces the approach called Constancy of Purpose: an emerging brand strategy that capitalizes on the benefits of size and reach while encouraging flexibility. The benefits are ongoing brand relevance and differentiation without eroding long-term credibility or trust.



Posted on October 13, 2007 8:00 PM | Permalink