Description:
Brands were once singular. Definitive. Complete.
Brands today exist in multiple mediums, defined by multiple voices.
The media a brand inhabits is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, definitive rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, what is the value of a brand?