The consistent brand experience
Liz Bigham Jack Morton Worldwide, New York
There are myriad touchpoints for consumers to engage with your brand. it is essential that these experiences deliver a consistent brand perception.
Depending on whom one consults, this is either a profoundly exciting or a deeply terrifying time to be in marketing. The deeply terrified marketers look at the proliferation of new media channels and user-generated content and see a frightening loss of control.
'Oh no,' the thinking goes, 'now consumers can choose when and where they want to engage with my brand. They can choose to...