Different agencies work on different aspects of the business, briefs get interpreted differently, people and agencies and clients have agendas (what do they want on their expense). All of this is at the expense of the person that matters most to the brand. The consumer.
As I have written about before, the easier it is to understand a brand, the more likely you will like that brand and more importantly remember the brand/product when it comes to that all important purchase decision. If a brand is constantly shouting at consumers with 4 or 5 different messages, each with a separate tone of voice and a different look and feel this is confusing and it doesn't work.
There are a few brands that do this well. One brand that does this exceedingly well is Innocent. Whether you enjoy their, almost childish, tone or not there is consistently throughout. John Lewis have consistency in their adverts but upon entering their online space this is lost.
Innocent retain the simple qualities that have established them as one of the most successful British brands. From their website to their TV ad to their Twitter feed to their books. Instilled in each of these consumer touchpoints is what they are about. Simplicity, goodness and innocence.
When Coldplay performed at the Brits last week. They were all were dressed similarly. Luminous coloured accessories peppered their (rather different) clothing. For this current album a platform of 'Graffiti style' has been chosen. This styling extends from the album artwork, to the music videos they have produced to the instruments they use to perform on stage. They have consistency throughout. And they have done this to great success and repeatedly from their third album onwards. Remember in the record company’s eyes, bands are brands.
By having a consistent Twitter feed, blog, email address. It is a lot easier for the consumer to understand what you are about.
This is why Campaign Conscious evolved to AdCogs.
For simplicity of search and for ease of understanding.