There exists a constant back and forth among marketers – some arguing for frequent change in campaigns, imagery, taglines, etc. and others arguing for consistency. They are both right, in some respects. And both are wrong in others. To build a brand, consistency is key, but not if whatever you are using is not working. Brands should be willing to test their way into changes that are more effective without sacrificing the core elements that make the brand, the brand.
Here are last week’s posts, in case you missed them:
- Ethical Questions for Marketers – Series Recap
- Top Conversion Rate Optimization Tips
- Where to Focus: Strengths or Weaknesses
Two Ways to Boost Your Marketing Knowledge: