All Communication to the public needs to be clear, direct and consistent; too much conflicting information creates a “clutter problem.”
It’s essential for a Brand to be Crystal Clear in its message to the consumer to insure “stickiness” or a word of mouth epidemic.
The heart of brand building is driven by brand identity.
The goal is not only to determine and build upon strong associations but to create a differentiated brand. Differentiation is the key to a strong brand. The earliest indication of a fading brand is usually loss of clarity in message, connection to the consumer, and differentiation in the marketplace.