Most communications from most businesses is all over the place.
Reactive attempts to try and catch up with competitors. Well-intentioned efforts to reinvent the wheel for no other purpose except novelty. Misinterpretations of value offerings spat out all over social media. It’s a shambles.
It’s easy to see how this happens. Most businesses don’t have a creative director or executive creative director on hand to ensure a clarity and singularity of their message.
Instead, they’ve farmed out their communications to specialist firms with their own creative directors. Advertising agencies, design shops, public relations consultancies, branding companies, packaging houses. They all have their own creative directors who will imprint their own values on their communications.
That’s why it’s such a mess. And that’s why we’re often brought in to align those inconsistent and conflicting communications into a unified whole.