Brand personality must remain consistent

Many brands change their tone of voice with each new advertising campaign.

This makes them sound schizophrenic. There’s a breakdown between thought, emotion and behavior, leading to faulty perception, inappropriate actions and feelings fueled by inconsistent and often contradictory elements. It’s not pretty.

Campaigns come and go, but our brand’s personality must remain true. It can grow and evolve over time as long as it remains true.

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