RAB Research Archive

Brand Consistency



We just registered for CES 2022. This tech event combines not only the latest in technology but also how companies are using technological advancements to market more effectively. At CES last year during a marketing panel discussion, Greg Revelle, Best Buy CMO, said they have changed their marketing approach. They used to have a web campaign, a social media campaign, a broadcast campaign and an in-store campaign. What they found is that by using the same messaging consistently tailored to the marketing channel they are using; they are getting much better results.

If you want to be a trusted advisor to your clients, you’ll help to ensure that their messaging is consistent across all channels. You can sell “just radio,” or you can be a marketing consultant and help them coordinate all their integrated marketing efforts. The Four Keys of advertising success are fundamentals that will help us as we help our clients reimagine the future.

Reach – reaching the right people and enough of them

Frequency – reaching them enough times (repetition) to make an impression

Consistency – consistent messaging across channels and for a long period of time

Compelling creative – messages that resonate with the intended buyers

We know from experience that advertising is very powerful and can build brands very effectively. Think of the names of companies you know. This is the result of long periods (years) of consistent messaging and frequency to get them implanted in your brain.

The branding battle doesn’t occur on the radio, on the screens or on the billboards. The branding battle occurs in the consumer’s mind. Mindshare most often leads to market share. Using the Four Keys can help you be the trusted advisor that helps your clients become the brand people think of first and feel best about when they need a product or service.

It’s working for Best Buy. Don’t you think it can work for your clients?

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB





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