Interbrand’s Brand Marketer’s Report for 2007 has been released and makes for some interesting reading. You can download your own copy here.
Interestingly, "consistency" is seen to be the most important aspect of successful branding. This made me think. It made me wonder. It made me realise that there are many brands and brand managers out there digging themselves a very large hole.
If consistency is one of the most important aspects of branding, then how is your brand going to withstand the forces of co-creation? How will you and your organisation cope with the ravages of consumer generated content? What will you do about blogs? YouTube? Flickr?
I am all for consistency — but consistency of story ranks high for me. Get that right and your brand is safe in the hands of your consumers.