Because the risks of dissonance have never been higher,
Because the risks of dissonance have never been higher,
because the consistency of multi-channel campaigns requires rigour,
because the advertiser needs to be connected to the world around it,
the strength of the message will find a considerable multiplier effect in its cyclical relevance and in the good synergy of the media.
Rather than being coherent, the advertiser's various statements must respond to each other, echo each other, be mutually useful, and be in tune with the times in order to resonate positively, by expressing the right ideas, not just ideas.