What is it about a brand that makes it work? Not just once - but a thousand times, again and again, so that we know exactly what we’re getting when we make a purchase? In a word, consistency. It’s one of the major and perhaps most difficult thing to achieve, especially as you grow. So though consistency is usually a good word, see how single-handedly killed Starbucks in Video Blogma #2.

Consistency killed the radio star.