Channel Surfing

Even when organizations outsource creative services, they still can enforce seamlessness in the form of a brand standards guide — a sort of styles manual that details how creative elements should appear in each channel. "Those working on the channels — from the person designing the store to the designers and production people working on the catalog — must understand the value of teamwork and give up their own personal expression of who they think the client is," Worthington-Levy says. "Instead, they need to embrace the value proposition that's been cited as the right one for the client. They can't reinvent things every time."