Branding Coherence: Achieving consistency in a world of complexity
Resource provided by by Shikatani Lacroix Design Inc
Shikatani Lacroix is a leading branding and design firm located in Toronto, Canada. The company wins commissions from all around the world, across CPG, retail and service industries, helping clients achieve success within their operating markets. It does this by enabling its clients’ brands to better connect with consumers through a variety of core services including corporate identity, naming and communication, brand experience, packaging, retail, wayfinding and product design.
About the Author
Jean-Pierre Lacroix, R.G.D., President and Founder of Shikatani Lacroix Jean-Pierre (JP) Lacroix provides leadership and direction to his firm, which was founded in 1990. He has spent the last 30 years helping organizations better connect their brands with consumers in ways that impact the overall performance of their business. Mr. Lacroix was the first to coin and trademark the statement “The Blink Factor” in 1990, which today is a cornerstone principle of how brands succeed in the marketplace. JP has authored several papers, has been quoted in numerous branding and design articles, and in 2001 he coauthored the book “The Business of Graphic Design” which has sold over 10,000 copies. 
Yesterday’s marketing speak
Buzz marketing. Bricks and clicks. Shopper marketing. There is not a month that goes by that a new marketing term isn’t being introduced or featured as the next best thing for organizations. Most of these, however, focus on marketing and not on the holistic impact of brand alignment required to ensure a higher level of brand engagement. The discussion in marketing boardrooms for the past several years has focused around a theme that allows companies to create loyal customers through an integrated brand engagement strategy: multichannel marketing. My curiosity piqued when multichannel marketing was first mentioned and my search on Google took me to an article by ClickZ in 2003, which introduced the concept as part of its impact on cannibalizing conventional media due the growth of online marketing. 
Today, multichannel has evolved. It consists of leveraging many different marketing channels, such as a retail store, a web site, a mail-order catalogue, or direct, personal communications by letter, email or text message, to reach customers. The premise of the concept was to make it convenient for consumers to buy from retailers in whatever way is most appropriate to them. 


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