A call for common sense and proper priorities resounds through my latest post to Voce Nation:
Consistency in all facets of a marketing campaign creates a single brand perception in the minds of consumers. They’re not hit with five different messages because one group created the TV spots, one worked on the outdoor ads, one handled public relations and so on and so forth and none of these groups talked to each other. Each touch point is an opportunity not to create an audience experience that’s unique to that medium but to use the strengths of that medium to reinforce a single message point, one that’s been agreed upon by all the creative stakeholders involved.
Read the whole thing over there.