STRATEGY consistency

Consistency means obedience, does not change, congruence between what is said by the act. This strategy relates to build the brand so that the brand in the minds of consumers. Many of us once easy to switch brands, for various reasons. There is baseless because the market changed, so the product is changed juanclaudio eventually changed brands. I observed some High Academy, which changed from a High School High School or a university. Brands often do not ever use again, if it happens it is very easy entry. Almost certainly students decreased, it happened because the consumer mind can not forget the old brand and the brand new. Nevertheless, I also see there are still some who wear the brand ever, so that prospective new students still chose.
The market may be changed, but the brand must not be changed, never even think to change. I must change, perhaps slightly, but essentially the character can not be changed. Universities such as Gadjah Mada University, the University of Indonesia, Bandung Institute of Technology is a brand that has for many years and have never changed. Similarly in the automotive sector, for example, sell BMW car with the ultimate driving machine is more than 30 years, so pulan sell Volvo vehicles with safety also has more than 30 years. The most tempt to change the brand is boredom. This is the flatness in the biggest obstacles, so it tends to create a new brand. BMW also terpancing boredom with this. Finally, make a station car, which is home to a young professional adults, married and have children. The result can specializes, is not successful, even weakened the BMW brand itself in the minds of consumers.
Other stories about the Little Caesars with the "Pizza, Pizza", the purchase price of two pizza with a pizza. Little Caesars brand strength with the "Pizza, Pizza" is able to become America's largest network of pizza. Back again on the flatness of the Little Caesars' Pizza, Pizza "is finally introduce the Little Caesars" Delivery. Delivery "and that can happen is we think, is Little Caesars in sales down to third place, after Pizza Hut and Domino's Pizza. Brand to become worse after the Little Caesars change the size of medium to large sizes, such message by Al Ries and Laura Ries in the book 22 Immutable Laws of Branding.
Thus, build brand can not be only one night or reverse the hands, but must be maintained for many years and even embraced by adherence years without feeling bored and tempted to damage the brand. Besides, we must brands that represent a simple and narrow in the minds of consumers so easy to remember by consumers. Although BMW is handled by three different ad bureau, but still maintain the strategy with the ultimate driving machine for more than 30 years. The strategy is called strategy consistency