Brands and Consistency.


Jeff Bezos visited The Washington Post yesterday and was tweeted as saying “I’ve always felt that the most powerful minds in the world can hold powerful inconsistencies.” Well, if the most powerful minds in the world (Einstein, Franklin, Churchill) offer inconsistencies what can we expect of brands?  Brands need a plan, all the more.

We know when a brand pushes innovation, perception of that brand’s cost goes up. When a brand promotes tasty, it conveys less-than-a-healthy food choice. These values are inconsistent related to a positive consumer value proposition and managing.

A good brand plan offers consistency.  A brand plan and the brand managers who create, support, and follow it are charged with removing as much inconsistency in the brand experience as is humanly possible. Protect the plan and you improve marketing cost-effective.  Those who do, become zealots….my favorite kind of people.

The people at The Washington Post have a brand plan but they know about inconsistency. It fuels their business. Mr. Bezos gets their world (for now) and ours. Peace!