The Dying Art of Being Predictable (and Decline of Brand Consistency)

June 7, 2017

Most marketers would subscribe to an anthropomorphic model of branding where brands are like people: to establish a relationship, you need to be predictable and trustworthy.

Yet so many Australian brands chop and change how they present themselves. Marketers and agencies are addicted to change, but in the process they’re losing touch with the essentials of branding.