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Creating patterns

A link to a blog piece that suggests that branding in the future will be about creating patterns, not repeating messages
robots on a car assembly line
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?

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