Creating patterns
A link to a blog piece that suggests that branding in the future will be about creating patterns, not repeating messages
Marc Shillum of the creative consultancy Method has something provocative to say about branding in the digital age:
‘Adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive, mechanized, inhuman, and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value?’
To find Marc’s answer, read more here. How strong is his argument? Does it apply to every kind of brand?
