Net equity and your brand
To close out the recent series on the topic of branding (amplified on Tim Calkins recent column):
- Net Equity
Any present or planned piece of communication should build off the existing equity of a brand. In my words and frame of reference, your message should compose or thread a continuous tapestry.
Any dissonance or disconnect between the message and the brand, and we confuse our audience.
If the objective is to remembered and be top-of-mind, consistency, persistence and impressions are visual keys here.