Wisdom in a nutshell the 22 Immutable Laws Of Branding How to Build a product or Service into a World-Class Brand

19.  The Law of Consistency 

 

A brand is not built overnight. Success is measured in decades, not years. 

 

Brands must stand the test of time. They should be strong enough to not bend 

with every fad or market change. Take a look at our favorite example: Coca-Cola. 

This brand has been going strong for decades since it was born in Atlanta, 

Georgia. Coke will stay strong despite the proliferation of health drinks, bottled 

water, and other beverages.  What works best is absolute consistency over time. 

Volvo has been selling safety for 35 years. BMW has been the ultimate driving 

machine for 25 years. Your brand needs to stand for something year in and year 

out. It should serve generations of consumers.