How we can achieve consistency

If we appreciate and value the fact that ultimately we are a media company (regardless of our industry or category) we can start thinking about starting up our own inhouse creative department. Especially if we’re spending $10 million plus on communications a year. The economies of scale are there.

If our budget is less, don’t fret. Our job is actually easier. Don’t try to be all things to all people. Don’t worry about all the media, all the confusing options out there.

Just focus on the one media that is best aligned with our underlying principles and core values. The one that will best express the emotional benefits our products or services deliver.

That’s the one media we’re going to get really, really good at. That’s the one media we’re going to own.

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