About ‘n’ years ago (where ‘n’ is a significantly large number) I came up with The 4Cs of ‘Communication’ - which is to say - anything that gets produced to be used in campaigns had to pass the ‘sniff test’ of whether the final piece is …

Basically - Consistent was about being on brand - Complete was about making sure that over time as the brand developed there was Continuity.

At the time, the ‘C for ‘Customer’ seemed obvious until I realized it wasn’t. I added a fifth and final ‘C’ … Customer Centered (because if it isn’t people won’t pay attention).