Brand Consistency Is Killing Digital Advertising

A session at SXSW Interactive 2011

  • Justin Cox

Saturday 12th March, 2011

5:00pm to 6:00pm (CST)

Companies often stress the importance of consistency—a consistent image, voice, strategy, etc. Countless models and presentations have been created to help brands maintain continuity. But, does consistency really equal success? It certainly can for things like product quality or customer service. When it comes to the world of marketing, however, consistency is overrated and overused. This issue is most apparent in the digital space, where print and TV campaigns are routinely repurposed as banner ads and pre-roll videos. Compounding the problem, marketers often duplicate digital ads across sites that have little in common with one another, ignoring the fact that consumers behave differently as they move around online. New disciplines and technologies have emerged, giving the industry unprecedented ways to reach consumers. Digital advertising should reflect these changes and inspire brands to be flexible, schizophrenic even. An argument could be made that no two ads should ever be the same. To achieve this, the industry must embrace a new order of advertising—one that champions inconsistency. One where publishers and agencies work together to create custom marketing content. Where ads for Heineken can’t be replicated as ads for BudLite. Where consumers experience advertising that is inextricable from the place where they are experiencing it. And where the goal is not to keep a brand on track, but to create unique experiences that compel consumers to engage on a deeper level.

LEVEL: Intermediate

About the speaker

This person is speaking at this event.
Justin Cox

21 attendees

  • Alessio Gianni
  • Sean Patrick Henry
  • Briankrat
  • Bruno Alves Mendonça
  • Bucky Flowers
  • Carli McKinney
  • Cristiano Dias
  • Dave Surgan
  • Lars Holst Lyberg
  • amanda grandel
  • Jesse Burkunk
  • Jon Lax
  • nickcharles61
  • Patricia Marinho
  • Rafael Torres
  • Robert Leefmans
  • Shane Guymon
  • Yesenia Sotelo
  • Nick Robinson
  • ekmadsen
  • The People's Pope

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  • bradstrong
  • Brian Truax
  • Cliff Whitecoat
  • Darby Frey
  • Derek Curtis
  • domobrien
  • Gail Doggett
  • Bob Jansen
  • Jenn Howard
  • Joe Cox
  • James Stewart
  • kathybabb
  • liangcw
  • mylztrini
  • Online Prism
  • Pelle Sten
  • Jason Lewis
  • Rachel Mercer
  • Craig Saila
  • Simon Doggett
  • Sean Steinmarc
  • Tyler Hayes
  • chris valdez

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Time 5:00pm6:00pm CST

Date Sat 12th March 2011


Ballroom F, Austin Convention Center

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