Redefining Consistency

Brands are no longer definitive. They are temporal. Brands are informed by multiple voices, and they exist in multiple mediums and through multiple contexts. The media that a brand inhabits is no longer fixed or linear, it is iterative, with no beginning, no end, and little permanency. Adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive, mechanized, inhuman, and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?

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