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Don't Just Be Consistent. Be Relevant.

Your brand needs to be consistent across every channel – that goes without saying. What never gets said is this: Consistency alone doesn’t inspire action. True, the core of the brand experience needs to be instantly recognizable in every encounter. But each encounter should have unique relevance to each particular consumer, in each particular time and place. That’s how a brand becomes part of a lifestyle.

Think beyond omnichannel to omnirelevance. Read the new article from SGK for ideas and inspiration, with examples from brands that understand how to be surprising, delightful and helpful in every interaction.

For this and four more articles on improving brand performance from concept to consumer, read the complete Patterns report, Innovation Everywhere. Download Patterns, Issue 1, 2015.