- Jay Friedman
- Columns
Digital Marketing
Should digital marketing be consistent across a franchisee’s portfolio of locations or brands?
Not necessarily.
By Jay Friedman
There are often “truths” we believe to be universal, but then we learn they are not. In marketing we’re taught to build a brand, have consistent messaging across media channels and use frequency to drive the message home. The franchising model, however, makes this more complex.