Within business, change is both constant and inevitable. Over the past twenty years, technology has revolutionized the world of advertising. Consumers are now exposed to more advertising than ever before and the way that they engage with brands has fundamentally changed. For advertisers, technological changes bring advantages and disadvantages. Advertisers can reach more people, more personally, across more spaces.
However, when brand messages are communicated differently across multiple media platforms, counterproductive, inconsistent, and incoherent messaging often results. For some brands, the disadvantages of digitization outweigh the advantages. Consistent advertising promotes consumer learning and increases the strength of and number of brand associations, both fundamental to brand equity.
View our on demand webinar for three principles from behavioural science that enable brands to provide a consistent and powerful message across different media and markets. And, for more on this topic, download our paper: Easy, Authentic, and Emotional.