When marketers are managing ad copy for a large brand with multiple locations, it can be a challenge to keep the messaging consistent.

Companies want tailored, local ads for each region they serve to speak to the differences in audiences (or products) between locations. At the same time, companies also want to preserve brand consistency.

So, can tailored strategies and cohesiveness coexist? And why is brand consistency important to your boss? The answers are yes, and it's complicated. In this post, we'll dive into how brand managers can implement a targeted approach within brand guidelines, while keeping corporate happy.