35. Inclusive Programs
Good identity programs provide for variation from the start, but the larger trend of customer or user personalization has tested the traditional boundaries of consistency. Customization and personalization are powerful tools, but they can erode brand recall if used haphazardly. Identity program designers are increasingly challenged to define new kinds of rules for use as well as application.
Contributors
Johnson & Johnson Summit
BIG/Ogilvy
Brian Collins, Kapono Chung, Tracy Jenkins, Tadd Kimball, Emily Lessard, Noah Venezia, Charles Watlington