To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today and a scientist in a white jacket tomorrow without diffusing and damaging your brand personality.


As quoted in "Adman: Morris Hite's Methods for Winning the Ad Game" (1988)

Morris Hite Quotes

To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today ...

To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today ...

To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today ...

To establish a favorable and well-defined brand personality with the consumer the advertiser must be consistent. You can't use a comic approach today ...