when brand consistency is overrated

How Cult Brands Break Their Own Rules and Still Win Table of Contents Introduction Every marketer knows the commandments: stay consistent, play safe, and appeal to as many people as possible. But cult brands? They toss that bible out the window. Harley-Davidson didn’t ask everyone to love chrome and leather. Supreme never cared about stockouts. […]

Brand Consistency is Overrated (Sometimes) Table of Contents Introduction Every CMO chants it like gospel: keep brand consistency tight, never drift, never deviate. Guidelines, Pantone swatches, tone-of-voice bibles — all there to lock a brand in line. But here’s the uncomfortable question: what if that obsession with sameness is costing you relevance? Audiences today don’t