Its true that it is a common practice among advertising and marketing professionals to look at any advertisement – print or otherwise, and out of academic interest, analyze what is wrong in terms of the visuals used and the messaging and how a brand’s communication is not consistent.
However, what’s also true is that common people also do identify brands by the way they advertise. Whenever there is an aberration in the way a brand has been communicating, it does get noticed by the consumer. This shortfall happens when the consumer starts identifying a brand by the way its communication is crafted and digressing from this results in loss of recall for the brand.
Maintaining consistency in communication becomes all the more difficult because of the proliferation of media channels that a brand communicates through. At any given point in time, a brand reaches out to consumers across touch points ranging from print ads, magazine ads,hoardings, point of sale materiel, website, online banners, blogs, published articles, on-ground outreach programs, events and many more.
With each of these activities being managed by one marketing team, but executed by multiple agencies, there are bound to be many a slip between the cup and the lip. It is really a balancing act.
What happens is that each individual agency has a particular manner in which it approaches the work at hand and the onus of maintaining consistency in all pieces of communication that go out rests with the brand’s marketing team. What makes it really difficult to monitor the individual agencies is the fact that most campaigns are time bound and have short deadlines for execution. Excessive rounds of design iterations mean that the brand stands the risk of missing out on media release timelines or delaying a scheduled on-ground activation initiative. This not only implies financial losses, but also means a loss of face for the brand.
The challenge is much more amplified for brands that reach out to audiences across geographies. Is there a solution? Apparently there is a new approach that has caught momentum across the world, but has very recently made inroads into India. Agencies that specialize in adaptation and versioning of creative across media are helping brands maintain consistency in messaging and visuals across target markets. At the moment there are a couple of such brand execution and adaptation agencies at work in India around Delhi, Mumbai & Bangalore,
Essentially the service offering from Adaptation agencies is Brand Execution. Wherein post the development of the campaign idea and core visual by the creative agency, the entire range of campaign collaterals are developed and delivered to the media. All this, being done from one agency that becomes a production hub for the brand ensures that consistency in maintained in every piece of communication.