The Balancing Act

A guide to walk the fine line of striking the right balance in developing creative that is instantly familiar, but also fresh and new.

The author(s)

  • Lisa Zielinski Vice President, Ipsos
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Brand marketers are rotating desks often and who wouldn’t want to put their own stamp on the brand and its communications when they join a new team? The challenge is, this can lead to a lack of consistency, which can confuse consumers and make it harder for brands to gain mind share. The people behind the brand can change, but the brand’s principles can’t.

Brands should have a system in place to ensure that key assets, consistent campaign elements, and big foundational ideas live on even in the face of changing team members. This can be a playbook that is used for onboarding, agency briefings, and is systematically leveraged during creative review to ensure focus and compliance.

Download our paper for tips on how to incorporate consumer feedback to inspire your brand playbook.

The author(s)

  • Lisa Zielinski Vice President, Ipsos

Media & Brand Communication