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GLOBAL 2016: Success requires greater consistency in brand messaging

A lot of brands are still trying to find their way, particularly in premium where the messaging has been consistently inconsistent. There are some exceptions, like Corona. Corona has had relentless focus on conveying emotional escape: shedding the day through its association with vacation and relaxation. Brands need to project their purpose, why they exist, with a clear, substantial message. Brands that matter to people have found their North Star
 
Julia Hammond
Managing Director
VML Chicago
Julia.Hammond@vml.com