STRATEGY CONSISTENCY

Consistency means obedience, ketaatasasan, unchanging, the correspondence between what is said in deeds. This strategy relates to brand building that brand into the minds of consumers. Many of us are very easy to switch brands, for various reasons. There is reasonable because the market is changing, so product changes and finally the brand change.

I watched some college has changed from the Academy into the High School or High School to the University. Old brand is often not used anymore, if it happens very easily predictable. Almost certainly the students declined, this is because the consumer's mind can not forget the old brand and use the new brand. Yet I also see there are some who stick with the old brand, so the new applicant still choose it.

The market may change, but brands do not have to change, never even thought to change. If it should change, maybe a little, but essentially the character should not be changed. Universities like the University of Gadjah Mada, Universitas Indonesia, Institut Teknologi Bandung is a brand that for years and never changed.

Also in the automotive field, for example, BMW vehicles sold in the ultimate driving machine has more than 30 years, as well as selling Volvo vehicles with safety also has more than 30 years. The most tempting thing to change the brand is boredom. This Boredom The biggest obstacle, so that tends to create a new brand. BMW is also fed up with this boredom. Finally a station wagon being devoted young professionals who grew up, married and had children. The results can be unpredictable, that is not successful, and even weaken the BMW brand itself in the minds of consumers.

Another story about the Little Caesars 'Pizza Pizza', which is to buy two pizzas with the price of a pizza. Little Caesars brand strength with 'Pizza, Pizza' could become America's biggest pizza network. Come back to haunt boredom with''Little Caesars Pizza Pizza 'which finally introduces Little Caesars' Delivery Delivery' and that there was might expect, the Little Caesars in sales down to third place, after Pizza Hut and Pizza Dominoís. Brand became even worse after the Little Caesars change in size from medium to large size, so narrated by Al Ries and Laura Ries in his book 22 Immutable Laws of Branding.

Thus, brand building can not be just one night or just turn the hand, but must be maintained for years and even decades to obedience without feeling bored and tempted to destroy the brand. In addition, we must limit the brand to represent something simple and narrow in the minds of consumers that can be easily remembered by consumers. Although BMW is handled by three different advertising agencies while maintaining its strategy with the ultimate driving machine for more than 30 years. This strategy is called the consistency strategy.