Managing brands

The way to manage brands is coherence, not consistency.  Consistency is the idea that you need to make your marketing all look the same.  But the most interesting brands, like people, are authentic (true to themselves) and can be afford to be freer in their range of activities.

John Grant, Brand Innovation Manifesto

A key role for comms

…finally accommodate itself to the fact that for most of the time, most people are not terribly interested in brands, and that our primary task is not the nurturing the enthusiasm of the few, but overcoming the indifference of the many

Martin Weigel, Reclaiming Planning’s radicalism