Had a chat with my old marketing professor that flipped my view on brand consistency

I was talking with Professor Haskins from my university days last Thursday, and he said strict brand guidelines can actually kill growth for smaller companies. He pointed to a local coffee chain in Portland that grew fast by letting each location tweak the menu and decor... It made me rethink how much we enforce uniform branding. Anyone here ever loosened the reins on brand rules and seen it work out?

2 comments

2 Comments

logan63228d ago

Isn't that exactly how that Austin coffee spot blew up by letting each shop pick its own vibe?

iris_jones8927d ago

@logan632 exactly, that local autonomy is what made it feel authentic and kept people coming back.