Today, consumers have access to a range of technologies and digital platforms, using computers, smartphones, tablets, and televisions on a daily basis. Businesses must utilize a multi-channel approach to accommodate the modern user experience and customize their marketing strategies accordingly to maximize engagement. Ensuring brand consistency across multiple channels, however, can be a challenge.

BBSA has created a comprehensive guide that explains everything from creating a strategy to ensure consistency, streamlining content creation, brand architecture, and finally, how to monitor and measure your brand activity. But why should a business worry about consistency in the first place? Anna Stella, CEO of BBSA and award-winning marketing expert, explains

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