Comments on: Don’t make your brand consistent http://yastrow.com/2008/dont-make-your-brand-consistent.html Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships Tue, 06 Jan 2009 19:22:41 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Steve Yastrow http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-160 Steve Yastrow Sun, 02 Mar 2008 01:18:58 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-160 Jay - Thanks for checking in from India. Good to hear from you. Surprise is a wonderful example of contrast. The surprise complements the rest of your experience, creating interesting brand harmony. If it was consistent, it wouldn't be a surprise, would it? Jay -

Thanks for checking in from India. Good to hear from you.

Surprise is a wonderful example of contrast. The surprise complements the rest of your experience, creating interesting brand harmony. If it was consistent, it wouldn’t be a surprise, would it?

]]> By: Jayakumar Hariharan http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-157 Jayakumar Hariharan Sat, 01 Mar 2008 15:01:36 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-157 How about Surprises? The iPod was a surprise that set expectations. The Intel Mac was another surprise. The iPhone surprised us yet again. Yesterday I walked into my boss's room and the Mac Air surprised me yet again. Jay, from Bangalore How about Surprises?

The iPod was a surprise that set expectations. The Intel Mac was another surprise. The iPhone surprised us yet again. Yesterday I walked into my boss’s room and the Mac Air surprised me yet again.

Jay, from Bangalore

]]> By: Steve Yastrow http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-155 Steve Yastrow Sat, 01 Mar 2008 07:06:22 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-155 Ed - original notes for the post written down in my moleskin ...glad to see thoughts are going into yours! Don't know if you have my book Brand Harmony, but if you do, check out pages 38 - 40, which talk about using contrast, beyond consistency, to create character in a brand. Also ... I'm not sure if trust is enough to create a long-term relationship. Lots of places are trustworthy ... I trust The Gap, but I don't have a relationship with them. It takes more to create "We." I'll post a lot more on relationships in the upcoming weeks and months. Ed - original notes for the post written down in my moleskin …glad to see thoughts are going into yours!

Don’t know if you have my book Brand Harmony, but if you do, check out pages 38 - 40, which talk about using contrast, beyond consistency, to create character in a brand.

Also … I’m not sure if trust is enough to create a long-term relationship. Lots of places are trustworthy … I trust The Gap, but I don’t have a relationship with them. It takes more to create “We.” I’ll post a lot more on relationships in the upcoming weeks and months.

]]> By: Steve Yastrow http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-149 Steve Yastrow Fri, 29 Feb 2008 19:14:58 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-149 Derek - Yes, I agree, the underlying essence of the brand needs to have internal integrity ... call that consistency if you want. The expressions of that brand can be complementary, and have contrast. Your Apple comment sums this up. The underlying principles are solid, which makes it possible for the varied expressions of the brand to blend together in Brand Harmony. Derek -

Yes, I agree, the underlying essence of the brand needs to have internal integrity … call that consistency if you want. The expressions of that brand can be complementary, and have contrast.

Your Apple comment sums this up. The underlying principles are solid, which makes it possible for the varied expressions of the brand to blend together in Brand Harmony.

]]> By: Steve Yastrow http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-148 Steve Yastrow Fri, 29 Feb 2008 19:12:23 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-148 A logo is one thing that should definitely be consistent! A logo is one thing that should definitely be consistent!

]]> By: Ed Erickson http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-147 Ed Erickson Fri, 29 Feb 2008 18:23:51 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-147 From what I've been learning, consistency is important when it comes to your delivery process, communication thru that process and quality of delivery and quality of product. Consistency = reliability = trust = longterm relationship. Within that continuum, interesting to think about shifting to approaching the products as being complementary. I definitely see these two approaches with Apple. Complementary thru a continuum of consistency. Writing that down in my moleskin collection of thoughts... From what I’ve been learning, consistency is important when it comes to your delivery process, communication thru that process and quality of delivery and quality of product. Consistency = reliability = trust = longterm relationship.

Within that continuum, interesting to think about shifting to approaching the products as being complementary. I definitely see these two approaches with Apple.

Complementary thru a continuum of consistency. Writing that down in my moleskin collection of thoughts…

]]> By: Derrick Kwa http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-146 Derrick Kwa Fri, 29 Feb 2008 17:39:07 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-146 I think that while the experiences may be different, the consistency comes in that they all have a similar aim. With Apple, for example, all the products are about simplicity and innovation in design, sleekness, etc. The various experiences all evoke similar emotions. McDonald's isn't great because you can get the same hamburger in the world, but it's great because all around the world, the McDonalds offer the same thing. Fast service, a fun place to eat/interact, etc. Basically, while the offerings of the brand complement each other, the brand itself (the emotions evoked by the products), should be consistent, I think. I think that while the experiences may be different, the consistency comes in that they all have a similar aim.

With Apple, for example, all the products are about simplicity and innovation in design, sleekness, etc. The various experiences all evoke similar emotions.

McDonald’s isn’t great because you can get the same hamburger in the world, but it’s great because all around the world, the McDonalds offer the same thing. Fast service, a fun place to eat/interact, etc.

Basically, while the offerings of the brand complement each other, the brand itself (the emotions evoked by the products), should be consistent, I think.

]]> By: Michael Martine, Blog Consultant http://yastrow.com/2008/dont-make-your-brand-consistent.html/comment-page-1#comment-143 Michael Martine, Blog Consultant Fri, 29 Feb 2008 11:41:27 +0000 http://yastrow.com/2008/dont-make-your-brand-consistent.html#comment-143 Man, I thought all you had to do was stick your logo on everything! :) Man, I thought all you had to do was stick your logo on everything! :)

]]>