Its important to truly know and rely on a friend. Alarm bells would go off if you saw them in another context, with other people and see them behaving differently. Chameleons that change their persona depending upon who they are with, are not trusted and do not form solid relationships.

So it is with brands. Smart brands present a consistent self to different people and in different situations. Even with one to one marketing and channel marketing, folks will see material meant for others. If there’s a lack of integrity, they will spot it immediately and trust will be undermined and commitment lost.