“The man who stops advertising to save money is like the man who stops the clock to save time." -Anonymous
What is the point of making advertising if the voice isn't consistent and whats the point of using a logo if the application is random? Many people laugh off the need to have a singular voice projected for any given company or product/service. The need to follow brand regulations doesn't seem to be a large concern of many creatives and agencies. So why is there a perception out there that you need to?
Lets not forget the consumer. If a specific brand is telling them one day that they are high end and the next day they are offering a coupon in the penny saver, exactly what will the consumer think of that brand? Often it seems that consumers perceptions default to the lowest common denominator.
So than, isn't it important to remain consistent to give the consumer a clear idea? I was once told that advertising should speak in the simplest voice possible so the any given consumer can understand it. They continued to say, it's not because the consumer is stupid; but, it's because they don't genuinely care. All they want to do is read their magazine or watch their show. It has to be simple to stick and the way to do that is to remain consistent pushing ONE attribute that differentiates your brand.
Fallon created an excellent example of a great integrated campaign over multiple platforms for the SyFy show, Alice. Check out a piece of the guerilla advertising, social media and online marketing.
1 comment:
I like the Alice campaign, especially the guerilla projector bunny. Wish I could have seen more reaction shots though.
I think it's natural for creative types to try and laugh off the Golden Rule of Consistency. Rules™ have a tendency to kill the energy of a project, if they are used to avoid accountability, that is. Fear seems to be the primary motivator of all mediocrity.
That said, embracing a consistent voice can only make a campaign, or a brand, stronger if they have found "That One Attribute™".
Hmn. Is that interchangeable? I feel that consistency most definitely will make a campaign stronger, even if the binding factor is "inconsistency", but what about a brand? At what point does "Brand-wide consistent tone" mean "micro-management"?
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