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But that, too, can lead to problems for companies trying to convey a consistent brand message.
Angela Ahrendts, chief executive, said that future growth would come from "one consistent brand expression leveraged across all categories".
Steve Gatto, managing partner of customer experience agency Rosetta, says: "We are seeing an increase in the same consistent brand language on e-commerce sites".
Whether you have a brick and mortar or online business - or a mixture of both - a consistent brand identity is essential.
But, in collaboration with Lanois and Eno, U2 has created its consistent brand of big hurrahs while also enthusiastically goofing around.
And disposals have reduced the group's $8 billion debt load.The tougher challenge, however, is to develop a consistent brand image for Starwood, as the economic climate grows bleaker.
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And is there anything more important than consistent branding?
"Born to Die," by contrast, is a model of consistent branding.
"Absolut has been one of the most consistent brands in history" in terms of its ad approaches, Mr. Cesvet said.
Few organisations within the British film industry have done more to establish themselves as part of the cinematic landscape than Film4, thanks in large part to four decades of impressively consistent branding (the company must now be entitled to take ownership, Yves Klein-style, of their preferred shade of red).
This eventually led to the emergence of predictable and consistent brands, many of which are still available today.
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