Rigidly repeating fixed brand elements can stifle creativity, so brands should aim for "fresh consistency" - refreshing assets rather than replacing them.

WarningBrand & Creativity

Rigidly repeating fixed brand elements can stifle creativity, so brands should aim for "fresh consistency" - refreshing assets rather than replacing them.

Too much focus on repeating prescribed brand elements can stifle creativity and produce mediocre work. Brands need 'fresh consistency': well thought-through updates that retain the core attributes and refresh rather than replace existing elements.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 17; The WARC Guide to brand assets in a hybrid world

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