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  1. Mark Disomma
    Twitter: markdisomma
    Jan 13 - 6:49 pm

    I agree with you entirely Brad – consistency builds trust. And yet one of the great ironies, and challenges, of building enduring brands particularly over multiple markets is that they must parallel the consistency and reliability that makes them reassuring with an almost instinctual skill to move with the times and thus stay relevant.

    So, in that sense, they are operating at different levels simultaneously. Brands that are consistent but don’t move with the times lose their market potency and will probably fail or at least fade over time. On the other hand, as you rightly state, brands that don’t offer consistent experiences are unsettling for consumers and can border on the baffling.

    In an interesting article in the Jakarta Globe at the beginning of the year, Martin Roll pointed out that global brands cannot just expect to roll their global models into other economies and have them automatically accepted.

    My sense is that somewhere in the Venn diagram of those arguments lies the key to enduring success – the consistency you speak of, the evolution and innovation to remain attractive, and the insights and on-the-ground understanding to deliver brands that people feel are part of their lives.

    My friend Christine Arden refers to that alchemy as the art of being “consistently surprising”. I’ve always liked and championed that idea. But … no-one says it is easy.

  2. Brad VanAuken
    Jan 14 - 5:03 pm

    Mark, I agree with you completely. Thank you for your elaboration on this topic.

  3. Jason Lim
    Jan 15 - 11:19 pm

    It’s unavoidable that a chain spanning a large range of customer types will have slightly different offerings, but the relevant traits should be consistent.

    I also agree with Mark that “consistently surprising” is something we should aspire to. It’s something even a lubricant does (WD-40), so there’s no reason for anybody not to do it.

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