The Importance of Consistency in Marketing

Mark Ritzen calls it the communication of marketing where people do become either too obsessed or simply aren't aware that marketing is more than cons. Everything has to be aligned, everything has to be consistent and unbeknown to me at the time It just kind of made intuitive sense that what you say and what you see and what you say had to fit with the brand essence and the brand proposition. But if you divorce those two activities, you're not going to get alignment And you're going to get some sort of gap opening up between strategy and execution.