Consistency is still crucial
Your article on keeping the message consistent (MW 11 March) raised some pertinent points. The overwhelming feeling at last month’s Marketing Week Brand Summit conference was that organisations are still not placing enough importance on understanding how the modern consumer now lives their day-to-day life. Yahoo! pointed out that 12% of 16- to 34-year-olds now use their mobile phones as their main media channel (ahead of TV and the internet) and that this figure will only grow.