Coherent brands are strong

Brands are strong where virtual reality and reality coincide. Virtual reality is all the words, images, sounds, gossip that make up modern communications. Promises. Reality is the personal experience of what the brand delivers. When communications and behaviour are as one, brands are compelling and strong.

Today, there’s an increased danger of dissonance. People are acutely alert. It’s not enough to communicate the right thing. What you say has to match what you do. You can’t control what people say about your brand. You have to open up, let go and be part of a wider conversation. If your customers, your own people and their friends believe in what you stand for and do, they will shape your brand with you.