Coherence in marketing is important, consistency is boring. Being creative and reinventing your messaging/story/tune every so often is critical. Sparking ideas and doing things your market place has never done before delivers that differential advantage. 

Few companies can afford to coast nowadays and, at their peril should they choose that particular strategy. Consistency is about delivering similarity, it’s a result of messaging and selling, it’s about being tidy. Coherent is about clear communication, variety in what you have to say and clarity in all the marketing approaches you adopt. You’re ability to be creative when being consistent is severely inhibited but being coherent can allow the ideas to flow.

New ideas compel, they captivate, old ideas simply fade into the distance. Grabbing peoples attention with new information has always worked and if it’s done coherently it can lift you apart and take you to the next level of communicating those important marketing messages. Change isn’t an option, it’s safer to create and execute new ideas now than wait for your competitor to do it first.