Title: CCO, Publicis Communications KSA, Egypt and Visa One
Years in the role: 2 years
Years in the industry: 25 years
Years in the Middle East region: 25 years
Power Essay: A case against ‘Consistency’
I hate the word consistency, and you should too. Our industry loves recycling words, stripping them of their real meaning and dressing them up with new ones. The result? Language that misleads, bores, sometimes even damages, and no word has been more abused than ‘consistency’.
The intention was always good. Historically, brands had no personality, no traits, no clear tone of voice. They’d reinvent themselves like changing outfits and then cry about losing trust and relevan
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