Author
The writer was brand director, HP, EMEA, at Publicis London. Now based in Chicago, Julka is a guest faculty at ICSC European Retail School, and an examiner at the Chartered Institute of Marketing
A consistent brand does not emerge from conformist employees
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A consistent brand should instill confidence rather than engender confusion. Consistency protects your investment, your winning formula, your message, your reputation, your equity
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