Silent Signal
Vapa Media-publication
Brand Continuity
wear jeans most every day. I have six pair all the same brand. I have five kitchen appliances all produced by one manufacturer. In the last 30 years, I’ve owned seven different automobiles all from the same German automaker. Clearly, I favor certain brands. And I’m not alone. Even in today’s economy, most consumers have a particular brand in mind before they begin to shop. Brand loyalty is a mindset that is difficult to change. But we live in a world of change. Embracing change is how we move forward. So why, then, do we continue to stick with one brand over and over? Why do we not seek something new every time we buy?
The answer is continuity. When we have a good experience with a product, we trust its maker to deliver a similar experience whether it’s the same product, an improved product, or a different product altogether. Sure, we expect and demand that products evolve, but not at the expense of continuity. Continuity, as defined by Merriam-Webster, is a lack of interruption or disconnection without essential change. In episodic fiction, including filmmaking, continuity refers to a narrative device where past events are accounted for in the present. A character may fall off a ladder in one scene, for instance, and then have a limp in the next.
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Scott Storrs Storrs Creative