Brands should unify departments for developing designs that deliver a consistent consumer experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2019, 9:46 AM UTC

Disconnected and inconsistent brand experience can turn off consumers from a product.

The setup of traditional business can generate departmental silos that lead to individualistic thinking and inconsistent results, without reflecting the way the consumers feel, think or act. This piece argues that brands need to unify all departments for exchange of ideas, understanding consumer perspective and building a good design.

Aligning all internal departments and external agencies can enable brands to deploy sensitive application of creative to the right channels to ensure a consistent consumer experience. The author contends that a good design generates powerful brand conversations that are relatable for consumers. 

This piece states that good design connects business functions, both internally and externally. It is creatively agnostic and places consumer experience above all.

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[4 minute read]