Being consistent has been one of the successfactors in branding. Partly it still is. But what happens if we are so consistent that our brand stagnates? It will slowly die, of course.
There is a lot of noise out there. Not many people will listen to us, unless we break through the noise. The possibilities in social medias force us to be creative and unpredictable. Some brands are good at this. They are greatly rewarded, when their fans spread their messages on Youtube, Facebook, Twitter and other communities.
So how do we combine being consistent with being brave? Maybe our brand manuals need a bit more open possibilities. Maybe the global brands need to be a bit more local. Maybe we need to let our customers rule the brands a bit more than before. (They do anyway - they won´t ask us if they may or may not...). Maybe we need to combine the steady core values with some rocking surprises.
Check these out:
www.patagonia.com
www.doritos.com
www.aglassandahalffullproductions.com
www.wherearethejoneses.com
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