STICK TO YOUR STORY
There is huge power in having control over your brand’s narrative and its evolution. To watch Steve Jobs delivering an Apple presentation about their latest product is to witness a brand completely in control of the development and evolution of their narrative.
Don’t fall into the short-sighted trap of focusing on one campaign at a time, especially when the pressure is to acquire new customers or drive volume. Any new communication must be seen within the context of past and future promises.
The best brands:
- Understand and build on previous messages.
- Commit to and reinforce key benefits.
- Bring to life their mission, motivations and the culture through their actual achievements.
These are the characteristics that help brands move forward and develop consistent space in people’s minds.
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