In this excellent article, Jeff Swystun, Director of Global Communications at DDB Worldwide, shows how the sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence.
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Ronna - thanks for featuring one of DDB's Yellow Papers. We would love to hear from your audience about their thoughts on the paper and any other topics of interest they have relating to branding, marketing communications and advertising. We have received a lot of positive response on the Brand Consistency paper so we are keen to share more.
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